Riot Games announces its regional commercial partnership with T/SQUARED, the marketing agency by the TEAM Group, to explore new business opportunities.
The partnership covers Riot Games’ premier leagues in League of Legends and Valorant esports, which are held in Berlin, Germany.
T/SQUARED are set to support the League of Legends EMEA Championship (LEC) and the Valorant Champions Tour (VCT) EMEA with sponsorship sales, however the full details of the partnership are yet to be announced.
T/SQUARED will help elevate LoL and Valorant esports events in EMEA to the next level Riot Games’ as some of the most-played PC games in the world.
The LEC is the biggest annual LoL esports competition in EMEA and currently has partnership agreements with a number of major brands, including Kia, KitKat, Red Bull and LG UltraGear.
The league has a history of major sponsorships due to its wide reach of the 18-to-25-year-old demographic across Europe.
This has gained the interest of many companies, which Riot Games has received backlash for in the past with their attempted partnership with the Saudi company, NEOM.
Recently, the LEC concluded its Spring Split as Movistar KOI defeated G2 Esports in the grand finals.
Both teams have qualified for the Mid-Season Invitational later this month and the upcoming Esports World Cup.
Whilst the VCT EMEA is the pinnacle of Valorant esports in the region, for one of the fastest-growing video games globally.
VCT EMEA recently revealed Paysafe as a main partner until 2025 alongside its long-standing partnership with Red Bull.
The league has carved out an identity for itself despite sharing much of the same space and production crew as the LEC.
However, they’ve also gained attention for the wrong reasons this year, as tech issues have plagued the latter stages of the tournament.
British-based team, Fnatic, won the most recent VCT EMEA season after taking down Team Heretics.
Fnatic are set to debut in the Playoffs Stage, which kicks off this weekend.
Meanwhile, Team Heretics were sent home in the Swiss Stage after losing to British-owned Wolves Esports.
Both teams will also compete at the Esports World Cup later this year.
T/SQUARED will serve as the commercial partner for all LEC and VCT EMEA events, and the corresponding broadcast feeds produced by or on behalf of Riot Games.
Charlie Allen, Director of Commercial Partnerships & Business Development at Riot Games EMEA, said:
“This new agreement with T/SQUARED reflects our commitment to continually evolve our partnership offerings that provides the best experience for our players and fans, T/SQUARED brings a wealth of experience with a proven track record and shares our commitment to providing the very best-in-class esports to our audiences.
We’re confident that this partnership will enhance our commercial capabilities and bring tremendous added value to both new and existing partners of Riot Games’ esports in EMEA.”
Simon Crouch, CEO of TEAM, added:
“Within the esports world and beyond, Riot Games has established itself as a gaming powerhouse, behind some of the most popular video games and events.
We’re excited about the opportunity to connect brands with the LEC & VCT EMEA properties and their exceptionally engaged audiences.”
Covers: League of Legends, Valorant, UK esports, and global esports and gaming news.
Throughout my career, I’ve had the pleasure of meeting and working with many incredible individuals who continue to humble me to this day. Because of them, I’ve had the energy to turn a hobby into a career. I work to honour those who have given me a chance and thrive thanks to the community.
Email: [email protected]
