The League of Legends EMEA Championship (LEC) has introduced a partnership with Euronics Group.
On account of the three-year deal, the buyer electronics retail group will change into the official electronics retail companion and provider of the LEC.
The collaboration between the 2 events will start on the LEC Summer season Finals, going down in Madrid, Spain, from September twenty sixth to twenty eighth, 2025. Euronics Group will host a sales space on the LEC XPO occasion on Plaza de España, the place followers can participate in a variety of actions.
Along with fan activations, Euronics Group will attain out to LEC followers by means of a League of Legends-themed hub that includes a variety of content material together with alternatives to win unique merchandise.
Charlie Allen, Director of Business Partnerships and Enterprise Improvement at Riot Video games EMEA, commented on the deal: “Euronics’ journey throughout each esports and conventional sports activities highlights their dedication to connecting with new generations of followers.
“Collectively, we need to create and produce activations that don’t simply mild up our Summer season Finals weekends, but in addition convey lasting influence to communities throughout the area for the season.”
LEC In 2025
All through 2025, the LEC has continued to broaden its partnership portfolio by means of new partnerships and the renewal of present offers.
Elsewhere, Riot Video games prolonged its present partnership with Purple Bull, which stays the official power drink of the LEC and the EMEA area of the VALORANT Champions Tour (VCT).
The Summer season Finals will see Fnatic, Karmine Corp, KOI, and G2 Esports compete for a share of €80,000 (~£69,812) in prize cash, together with three locations at this 12 months’s League of Legends World Championship.
