Riot Games has entered a multi-year partnership with Alienware for two of its franchised League of Legends competitions, League of Legends Championship Series (LCS) and League of Legends European Championship (LEC).
This deal sees Alienware become the official competition PC and display partner for both leagues, as well as the Mid-Season Invitational, North America vs Europe Rift Rivals, the All-Star Event, and the League of Legends World Championship.
Naz Aletaha, Head of Esports Partnerships at Riot Games discussed the deal in a statement: “We’ve been continually impressed with Alienware’s unwavering commitment to elevating the gaming and esports experience through their focus on product performance, function, and design. As our official PC and display partner, Dell and Alienware, with their extensive expertise in hardware and technology services, will help us continue to level up the sport — setting a global performance standard for the hardware that powers it.”
Alienware will provide Aurora R8 computers and 240Hz monitors to each of the aforementioned competitions, also making use of Dell’s SupportAssist tool. The deal will also result in activations, VIP seating, and “other exciting surprises” over the following months and years.
Bryan de Zayas, Director of Marketing & Esports at Alienware also commented: “Both Alienware and Riot Games have approached esports with similar goals of purposeful innovation. Our shared commitment to develop technological breakthroughs that service the esports community made this partnership a natural fit and I’m excited to showcase what is to come.”
In November, the EU LCS rebranded to the LEC as it announced its first long-term franchise partners – it kicks off on January 18th. The NA LCS rebranded to the LCS in December as the EU LCS no longer existed, meaning the ‘NA’ portion of the competition’s title could be dropped. It will return on January 26th.
Esports Insider says: Alienware has further proven its dedication to the esports industry, which makes sense as its products are geared towards more experienced and serious gamers. The events it has chosen to get involved with are all large in scale, which could well provide a lot of visibility if the brand is outwardly promoted in any way.