Benelux-focused League of Legends regional competition Elite Series has announced a major partnership with telecommunications company Orange.
The deal will see the league be renamed to Orange Elite Series: League of Legends for the rest of its 2024 season. The two brands will also work on content and an array of activations during the season.
The Elite Series is the largest regional League of Legends tournament in the Benelux region, which consists of Belgium, the Netherlands and Luxembourg. The league was formed in 2022 as the successor of the Belgian League and the Dutch League and is operated by Belgian esports company Unlocked.
The partnership with Orange, one of the prominent telecommunications companies in Europe, will see the two parties work on esports activations which include educational, challenge and league-focused content. Interestingly, this is the first time Orange is sponsoring a large-scale esports tournament, however, the company was previously the title partner for the Belgian Just Dance Championship in 2021. The telecommunications company has in the past partnered with Jordanian esports organisation FATE Esports in 2020, and French organisation Team Vitality.
The Orange Elite Series is a part of the European Regional League (ERL) system for League of Legends. The best-placed teams in this ecosystem earn a spot to compete in the EMEA Masters tournament. Apart from Orange, the Orange Elite Series is also partnered with car manufacturer KIA and chocolate brand KitKat.
The league is also not the only ERL to sign a naming rights partnership in 2024. German league Prime League recently secured a naming rights deal with health insurance company Die Techniker Krankenkasse.
Miguel Aguza, Consumer & Business Communication Director at Orange commented on the deal: “Orange is the premier choice of telco providers for gamers and esports enthusiasts across the Benelux.
“We’re excited to see the heights the Orange Elite Series: League of Legends will reach this year and to further provide gamers with added value to their passions through our lightning-fast network and engaging partner content to up their game.”
