Credit: Riot Games/Nestle
Mentioned in this article
League/Tournament Brands:
- The League of Legends European Championship (LEC) Summer finals will be hosted in Greece for the first time.
- Nestlé’s LION Cereals brand will be the main partner of the event, following previous fan activations with Riot Games.
- The North American Summer Finals, taking place two weekends prior, will be presented by Rocket Mortgage.
The League of Legends European Championship 
(LEC) will host its 2019 Summer Finals in Athens, Greece, with LION Cereals to act as the main partner for the event. Taking place on Sept. 7-8, the venue and other additional details will be announced at a later date. Financial terms of the partnership were not disclosed.
Nestlé’s LION Cereals brand previously collaborated with Riot Games for the “Wildest Fans activation,” which sent 100 French fans to 2016’s Spring finals in Hamburg. The campaign was created with esports advertising agency Hurrah, which worked with LION Cereals again in 2018 to produce a commercial around the “EU > NA” meme in League of Legends esports.
The LEC Spring finals, held last April in Rotterdam, included an expo component for the first time in the competition’s history. League teams, including those not competing that weekend, were able to set up floor booths, alongside LEC partners including KIA , Alienware , and Footlocker .
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This will be the first time a European League of Legends finals event has been held in Greece. Currently, Riot Games sanctions the Greek Legends League (GLL) competition in the region, through a partnership with PVP Media.
The North American equivalent event, the League of Legends Championship Series (LCS) Summer finals, will be taking place Aug. 24-25. It will feature Rocket Mortgage as its first-ever presenting partner.
