Credit: Riot Games/State Farm
Riot Games has signed insurance sponsor State Farm to three-year extension that includes global events for the first time.
State Farm, which became the newly reconstituted North American pro circuit’s first sponsor in 2018, will stay with the League of Legends Championship Series (LCS) through ’21, and will also sponsor the global World Championships, Mid-Season Invitational and All-Star events.
The insurer will also return as presenting sponsor of the League of Legends College Championship, which will start Thursday in LA.
In all cases, the linchpin of the deal is entitlement of the State Farm Analyst Desk during LCS broadcasts and on the English-language feed of Global events, and three in-stream content segments: Assist of the week, I’m Helping, and Level-Up. State Farm will also activate on site.
The extension includes the ’21 World Championships, which will be in the U.S. for the first time since 2016. ReKT Global , State Farm’s esports agency of record, advised on the deal.
Ben Fischer is a staff writer for SportsBusiness Daily, where this article first appeared.