Dell subsidiary Alienware will return as a sponsor of Riot Games‘ European competition LEC for the 2020 season.
In January last year, it was reported that Alienware entered a multi-year deal with both LEC and LCS.
Alban Dechelotte, Head of Sponsorships & New Business EU Esports at Riot Games discussed the deal in a release: “Throughout 2019, Alienware’s commitment to innovation and performance was a perfect match with the LEC’s debut season. In 2020, we are delighted to expand our collaboration with the Alienware “Match of the Week” segment, a testament to our partners’ commitment to listening, learning and innovating.”
As part of the expanded sponsorship, Alienware will provide computers and monitors to the league, as well as acting as the presenting partner of the ‘Match of the Week’ segment. Information surrounding live activations at LEC events will be disclosed at a later date.
Bryan DeZayas, Director of Global Marketing for Alienware also commented on the sponsorship: “As a league, the LEC has had a fantastic year of strong viewership growth and competitive success internationally. The rebranded broadcast and talented on-camera team create a show that is entertaining for viewers of all levels of play to enjoy.
“The impressive 2019 performances from rosters like G2, Fnatic and Schalke and have shown the world that some of the best players and competition to come will be found here in the LEC. We look forward to our ongoing partnership with Riot and the LEC as we continue our mission to bring the latest in gaming technology, hardware, and innovations to the broadcast and competition stage.”
Earlier this week it was announced that Kia Motors had extended its partnership with the European league for 2020. It retained its status as presenting sponsor of the ‘Player of the Game’ segment and will activate the deal in other ways throughout the year.
Esports Insider says: This isn’t much of a surprise considering the nature of the deal, but it’s cool to see Alienware get further involved with the league nonetheless. With both Kia Motors and now Alienware doubling down on LEC, it makes the league’s 2019 look even more successful and fruitful.