League of Legends in London: LEC cycles appear in Olympic Park as MSI 2023 viewing parties are announced across UK

Dom Sacco, Senior Editor

Last Updated: 17/06/2025

League of Legends fever is heating up London as the final matches of MSI approach, and there are MSI 2023 viewing parties and other transport tie-ups that have been announced.

MSI and LEC outdoor marketing in London

Riot Games has been making a splash in London to celebrate MSI taking place at the Copperbox Arena.

There are signs and other displays outside the arena, including MSI 2023 AR statues featuring EU pro player signature champions, plus there are Mercedes MSI 2023 branded player shuttles ferrying players from their hotels to the arena (pictured above).

League of Legends is also being promoted in a more environmentally-friendly way in London too.

Bank Santander has teamed up with Transport for London (TFL) with a series of LEC Cycles in the Olympic Park, pictured below.

Santander is also a sponsor of the European LEC, and the bikes feature LEC branding, the Santander logo and a poro from League of Legends:

There was also a Mercedes MSI 2023 branded car outside the venue, as part of a competition:

MSI 2023 viewing parties announced across the UK and Nordics

As the MSI 2023 grand final is set to take place this weekend, on Sunday May 21st, several gaming bars and venues will be hosting viewing parties.

Tickets for this weekend’s matches were of course the most sought-after, given the best teams will be facing one another as MSI London reaches its climax, and these viewing parties allow fans who missed out on tickets to gather with friends and watch the match live.

Excel Esports, UKEL, Belong and others are on board for the UK MSI 2023 viewing parties, at venues including Four Quarters, Pixel Bar, New Meta, Platform, SideQuest and more.

And for those outside of the UK, there are viewing parties being held in Norway, Denmark, Finland and Sweden, listed in the tweets below.

There’s more info on London gaming bars and things to do in London during MSI in our MSI 2023 Visitors Guide to East London on our website here.

Esports News UK MSI 2023 Coverage Powered by SideQuest Gamers Hub

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Dom Sacco, Senior Editor

Dom is an award-winning writer and finalist of the Esports Journalist of the Year 2023 award. He has almost two decades of experience in journalism, and left Esports News UK in June 2025. As a long-time gamer having first picked up the NES controller in the late '80s, he has written for a range of publications including GamesTM, Nintendo Official Magazine, industry publication MCV and others. He also previously worked as head of content for the British Esports Federation.

All Posts By Dom Sacco