Alienware returns as LEC main partner for 2021

11 January 2021


The League of Legends European Championship (LEC) has announced that gaming PC brand Alienware will continue to support the competition for the third year running.

The partnership, which began in 2019, has seen Alienware power the LEC stage with desktops and displays. This year, the analyst desk will also get its own station to showcase mechanical segments on the broadcast.

Credit: LEC

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It has also been revealed that Alienware will continue to present the ‘Match of the Week’ segment, which highlights some of the biggest games in the LEC alongside documenting rivalries and player journeys. In addition, German fans will be provided with exclusive content in an attempt to ‘bring the stories of MOTW to their region’.

Alban Dechelotte, Head of Sponsorships & New Business EU Esports at Riot Games commented: “We are delighted to see that for the third year of our partnership, Alienware is more and more taking advantage of the cultural diversity inherent to Europe.

“The additional Match of the Week content brought to German LEC fans is a token of the brand’s commitment to elevate LEC local fandoms, and we are looking forward to this next chapter of our relationship.”

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Bryan de Zayas, Global Marketing Director at Alienware added: “We are excited for the new LEC season to kick off! A new season represents new opportunities for dreams to be realised among teams, by their professional esports athletes, and by their fans watching at home.

“We’re proud to play a role in bringing the realisation of these dreams to life.” 

Esports Insider Says: With the hardware firm back on board for 2021, the LEC continues to showcase its ability to retain strong brands. Alienware is one of the biggest gaming firms in the world – and no doubt the deal between the two highlights the large nature of the league.

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