Esports tournament operator Freaks 4U Gaming has partnered with German statutory health insurance company Die Techniker Krankenkasse for League of Legends regional competition the Prime League.
The deal will see the German esports competition be renamed to Die Techniker Prime League. Financial terms and the length of the deal have not been disclosed.
As the league’s title sponsor, the partnership will see Die Techniker Krankenkasse focus on campaigns that aim to destigmatise mental health problems and support healthy behaviours.
In a release, it was noted that the deal between both companies was brokered by sports marketing agency SPORTFIVE.
Die Techniker Krankenkasse and Prime League previously joined forces at the end of the 2023 Summer Split, with the company present during the playoffs and off-season.
Alongside the insurance company, bank Deutsche Kreditbank, KitKat, non-alcoholic beer Bitburger 0.0%, telecommunications company Deutsche Telekom and insurance company R+V Versicherung have been named as partners for the 2024 Prime League season.
Julia Weitzel, Head of Product Management at Freaks 4U Gaming, commented: “We are very excited to welcome Die Techniker as the title partner of Prime League. Both TK and Freaks are well-positioned as leaders within our respective industries to drive evolution that shapes the future.
“Mental and physical health is an important topic that has seen an elevated awareness in esports and gaming in recent years, we are pleased to have a stronger partner like TK to join us in advocating healthcare and self-care which creates a thriving, sustainable ecosystem.”
League of Legends’ regional European ecosystem has undergone significant developments over the last few years, with notable brands such as French team Karmine Korp and Spanish team KOI previously hailing from their respective regional leagues.
This growth has also been seen in Germany with the emergence of teams like NNO Prime and Eintracht Spandau. The 2023 Prime League Spring Split was the competition’s second most popular event, recording 61,079 peak viewers according to Esports Charts.
