European sports and entertainment agency Lagardère Sports will serve as Riot Games’ League of Legends European Championship sponsorship agency throughout its multi-year partnership. The collaboration was announced today by Lagardère Sports.
Lagardère Sports is expected to use its experience in sports marketing and consulting to establish new endemic and non-endemic partnerships for the LEC.
Related: LEC adds Kia Motors as sponsor
“At Lagardère Sports our goals have always been to help brands with their individual needs and enable them to reach out to their target groups,” Lagardère Sports managing director Robert Müller von Vultejus said in a statement. “We are committed to impact their business in the best possible way through marketing activities in sports.”
Lagardère Sports will start a “microsite” detailing the agency’s esports initiatives and sponsorship opportunities through the LEC. Riot Games and Lagardère Sports are also expected to announce over the next few days “several brand partnerships” for the LEC.
Last week, Riot announced Kia Motors as the European league’s automotive sponsor for the 2019 season. Kia will sponsor a “Play of the Game” segment that’ll air during the LEC. The company will also make appearances at LEC “roadshops and offline events” with “special onsite activations.”
The LEC will kick off on Jan. 18 as 10 European League of Legends teams—Schalke 04, Fnatic, SK Gaming, Origen, Misfits Gaming, Excel Esports, Rogue, Splyce, Team Vitality, and G2 Esports—compete to earn the championship title and a spot at Riot’s international events.
