Lagardère handed major League of Legends sponsorship remit
The Lagardère Sports agency today struck a multi-year deal with Riot Games, the video game publisher, to commercialise the newly-formed League of Legends European Championship (LEC).
Riot Games said the partnership with Lagardère is a "major validation of the LEC’s commitment to professionalise eSports and establish a contemporary, structured and sustainable environment for their professional players and teams."
Lagardère will act as the exclusive sponsorship agency for the LEC, tasked with securing long-term partnerships with endemic and non-endemic brands. It will launch a microsite informing about the agency’s eSports activities and the sponsorship opportunities at the LEC.
The agency noted that the tie-up will help achieve its goal of becoming the leading sports marketing agency in the eSports industry in Europe.
Alban Dechelotte, head of sponsorship and business development, Europe at Riot Games, said: “Riot Games has always been a pioneer in eSports, and our rebranded League of Legends European Championship (LEC) is one of the leading eSports leagues in the world that offers brands the best possible opportunities to enter eSports. This partnership will see us working hand in hand with Lagardère Sports to enter the next level of brand partnerships in European eSports.”
Robert Müller von Vultejus, managing director of Lagardère Sports Germany, and head of business development, Europe at Lagardère Sports, added: “With 100 million active players, League of Legends is one of the leading game titles in the world while Riot Games is one of the leading game publishers globally and a true visionary in eSports.”
He added: “We have been an integral part of the professionalisation in sports for more than two decades. For the past two years we have been transferring this knowledge into eSports and we are very much looking forward to taking this to the next level. As the exclusive sponsorship agency for the LEC, we are the go-to platform for League of Legends esports partnerships in Europe.”
The LEC season gets under way on 18 January, with 10 teams involved: Schalke 04 esports, Fnatic, SK Gaming, Origen, Misfits Gaming, Excel Esports, Rogue, Splyce, Team Vitality and G2 Esports.
The best teams of the regular season will compete for the European crown to qualify for the international events.
Lagardère entered eSports at the start of 2017 by agreeing to sell sponsors and develop digital channels for the Germany-based Unicorns of Love team. It has since added agreements with the Germany-based SK Gaming and Team Roccat, USA-based Splyce and Singapore's Team Flash.
The agency is also the exclusive partnership sales house for the RFRSH Entertainment eSports company and RFRSH’s exclusive worldwide media rights distributor for the Counter-Strike (CS:GO) BLAST Pro Series, and is working with Ekstraklasa, Poland's top soccer league, to help commercialise and organise its eSports venture.