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League/Tournament Brands:
- League of Legends publisher Riot Games has signed a long-term partnership with agencies Freaks 4U Gaming and Lagardère Sports.
- The three companies will jointly create a new national league for the German-speaking market, succeeding the current Premier Tour.
- Lagardère Sports is the exclusive marketing agency for the League of Legends European Championship (LEC), while Freaks 4U Gaming produces the German broadcast.
The League of Legends 
Premier Tour will expand into a new regional league next year, as part of a new partnership between Riot Games , Freaks 4U Gaming , and Lagardère Sports . The multi-year agreement will focus on developing a sustainable ecosystem for German-speaking players, teams, and companies. Financial terms were not disclosed.
Introduced in 2018, the Premier Tour is a tournament circuit centered around the German, Austrian, and Swiss (DACH) market. While the new collaboration will initially focus on the remaining Premier Tour events, the plan is to establish an all-new league in 2020. Riot Games’ European Regional Leagues (ERLs) are used partially as a talent building ground for the continent’s top professional league, the LEC.
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In addition to producing the Premier Tour, Berlin-based Freaks 4U Gaming also broadcasts LEC games in German through its Summoner’s Inn brand. Lagardère Sports, based in Hamburg, is the exclusive marketing agency for the LEC, and also serves as a commercial agent for various esports team brands, including T1 Entertainment & Sports.
