Riot Games has brought in more sponsors for its premier European competition, LEC, in the form of Warner Music and Tchibo.
The LEC – otherwise known as League of Legends European Champonship – kicks off its Summer Split on June 7th.
Warner Music with act as the official music partner of the LEC for its 2019 Summer Split, providing a soundtrack for the league which’ll include at least one song per break. Warner Music will also create a content series that’s yet to be revealed.
German coffee brand Tchibo will act as the first national partner for the LEC in the DACH region, covering Germany, Austria, and Switzerland. It’ll sponsor the pre-show broadcast for Summoner’s Inn, LEC’s german broadcast partner.
Alban Dechelotte, Head of Sponsorships and Business Development EU at Riot Games discussed the new sponsorships in a release: “We’re kicking off our inaugural Summer Split by welcoming two fantastic brands Warner Music and Tchibo. Our creative partnership with Warner Music and their artists will add a new musical flair and even more content to the LEC and our fans.
“Tchibo is our first National parter. National partnerships will allow us to provide a custom approach for brands interested in specific markets. This is of course something only the LEC can offer and is thanks to our strategic partnerships in our key markets with our local broadcaster partners, O’Gaming TV in France, LVP in Spain, PG Esports in Italy, Frenzy in Poland and Summoners Inn in Germany who will produce a pre show broadcast with Tchibo as the sponsor for DACH region.”
Since Riot Games rebranded the EU LCS to LEC alongside the implementation of franchising, a slew of new, well-known sponsors have been announced. This includes Beko, Red Bull, DXRacer, Foot Locker, Logitech G, Kia Motors, Alienware, and Shell.
Esports Insider says: Riot Games has undoubtedly done a great job in acquiring unique sponsorships for the LEC, which has seemingly only benefited from the rebrand. We wouldn’t be surprised to see the LEC used as compass for other regional competitions from the developer in the future.
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