German insurance company LVM Versicherung has partnered with the League of Legends European Championship (LEC) to become a national partner of its regional broadcast.
As a result of the partnership, which was brokered by sport business agency SPORTFIVE, LVM will receive its own segment titled ‘LVM Matchweek Analysis’ within the competition’s German broadcast.
The segment is expected to focus on the current LEC matchday weekend, whilst providing gameplay highlights. Within this format, an ‘LVM Carry Moment’ will be highlighted to showcase how a certain situation or play led to a victory.
This is not LVM’s first involvement in the esports sector, as the insurance company has also previously partnered with german esports organisation ad hoc gaming.
Sebastian Wulff, Teamleiter Lokales Marketing, LVM Versicherung commented: “As a National Partner of LEC, we are stringently developing our commitment in esports. We have already had good experiences through our partnership with ad hoc gaming and learned a lot about the exciting target group.
“Through the new commitment, we are consistently expanding the carry concept that we have already placed in the target group with the support aspect.”
Throughout the partnership, LVM will utilise the motto ‘LVM Versicherung – your Carry!’ during its activations. Alongside the LEC segment, the insurance company will also provide a vote for fans to participate in. The LVM Support Play of the Week will feature the three best mechanical manoeuvres by LEC’s support players, with the winning play then being selected in the next broadcast.
SPORTFIVE also announced that from 2021 the agency will ‘take over all esports activations as the fixed esports agency of LVM Versicherung’. Previously the firm had been a consulting partner for LVM.
Eike Gyllensvärd, Executive Vice President Global Esports Partnerships, SPORTFIVE added: “After Tchibo, LVM is now the second German partner who we were successfully able to procure as a National Partner. This is where the integral 360-degree approach of SPORTFIVE fully comes to bear.
“We are pleased to have the opportunity to continue accompanying LVM as a partner and develop the strategy even further. We still have many plans and hope that we can give the image of the German insurance market a boost through the esports activations of LVM.”
Esports Insider says: The willingness of brands to become LEC regional partners truly highlights the competition’s growth. LVM has made it very clear that the company intends to connect with the German esports community, which has a valuable demographic to most brands, and so this partnership will undoubtedly strengthen its audience reach.