NLC announces major partnership with Samsung

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NLC tournament organiser Leagues Media and global media agency network Mindshare have announced Samsung as the latest partner for the Northern League of Legends Championship (NLC).

Samsung is on board as the official Monitor & Memory Category Sponsor of the NLC, the premier Riot-backed League of Legends competition in Northern Europe.

“The partnership follows a record-breaking NLC Winter 2025 Split that didn’t just exceed viewership benchmarks — it reshaped the perception of what a regional league can be,” read an NLC press release. “A sold-out finals arena, a historic victory on the international stage, and a rapidly growing audience have positioned the NLC not as a challenger, but as a leader.”

“In just a few seasons, the NLC has gone from regional competition to international headline — not only in numbers, but in narrative. The Winter Split saw unprecedented growth, both in reach and relevance, with NLC now ranked among the top 5 League of Legends tournaments in the world by peak viewership in 2025.

“Its champions, Los Ratones, didn’t just win the league — they went on to claim the EMEA Masters title, a first in NLC history.

In terms of gaming-focused products, Samsung’s Odyssey OLED monitors are targeting the high-performance gaming sector.

“It speaks volumes that a brand like Samsung sees the value in what the NLC represents. It’s a strong signal that this space matters — and that the NLC has become a platform worth investing in,” added Max Grimborg, Chief Commercial Officer at Leagues Media.

“NLC is on an exciting growth journey and has already managed to reach a large part of the gaming target audience — an audience we want to connect with through Samsung’s innovative products. It’s also exciting to support something that helps put the region on the global gaming map,” said Samuel Runge, Media Manager at Mindshare.

Earlier this year, NLC announced a naming rights sponsorship deal with chair brand Arozzi.

Dom Sacco

Dom is an award-winning writer and finalist of the Esports Journalist of the Year 2023 award. He graduated from Bournemouth University with a 2:1 degree in Multi-Media Journalism in 2007.

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 worked as head of content for the British Esports Federation up until February 2021, when he stepped back to work full-time on Esports News UK and offer esports consultancy and freelance services. Note: Dom still produces the British Esports newsletter on a freelance basis, so our coverage of British Esports is always kept simple – usually just covering the occasional press release – because of this conflict of interest.