Food delivery and logistics company Just Eat Takeaway.com (Just Eat) has partnered with Riot Games for the upcoming League of Legends World Championships.
As a part of the agreement, the competition’s streams in Germany, Poland and Spain will feature Just Eat sponsorship activations. This includes in-game sponsor rotation, logo placement during breaks and countdowns, as well as affiliate links for viewers of the tournament. Just Eat will also sponsor the analysis segments in mentioned markets.
Just Eat Takeaway is one of the largest food delivery brands in the world, competing against the likes of DoorDash, Uber Eats and others. The brand entered esports earlier this year through a partnership with British esports organisation EXCEL Esports, with whom the company creates content and provides fans with special discounts and activations.
This year’s League of Legends World Championships will take place in North America from September 29th to early November. The tournament marks the return of in-person audiences for Riot Game’s international event, and will gather 24 teams from all major League of Legends regions.
This year saw Riot Games partner with jewellery brand Tiffany & Co. to redesign the Summoner’s Cup, League of Legends’ championship trophy. Riot Games also appointed musician Lil Nas X as the ‘president of League of Legends‘ earlier this month. The partnership has seen Lil Nas X create the official Worlds song. Moreover, the artist will also perform at this year’s finals.
The news was first shared via media platform Beyond The Match, which is owned by esports and sports agency SPORTFIVE.
Just Eat also has the right to execute viewing parties in Germany, Austria, Switzerland, Spain and Poland. However, the company has not announced any details regarding the upcoming viewing events.
Robin Clark, Just Eat Takeaway Senior Director of Global Partnerships, commented: “We’re excited to be teaming up with Riot Games for the World Championships – the first time in three years that the Worlds will have a live audience – making it one of the most significant esports tournaments in history.”