The LCS, Riot Games‘ franchised North American League of Legends competition, has announced a multi-year partnership with American multinational conglomerate AT&T.
As a result of the deal, AT&T will become the official connectivity partner of the competition.
AT&T will present a broadcast segment focusing on what happens behind the scenes of the LCS when matches are taking place. This will also include real-time audio from team communications. In addition, the conglomerate will also become the primary sponsor of the LCS Fan Fest which takes place before the regular-season Finals and Championship.
AT&T‘s brand will feature inside LCS matches through in-game logo integration. The logo will also be present on the headsets of players, referees, and commentators.
AT&T is no stranger to the world of esports. In Augst 2023, it partnered with fighting game event Evolution Championship Series (EVO) and in 2019, the company became the founding partner of the ESL Mobile Open circuit operated by tournament organiser ESL FACEIT Group.
The LCS continues to expand its partnership portfolio. In 2024, the competition has partnered with snack brand PAGODA Snacks for the remainder of the season. In January, it secured a deal with Kia America, the American branch of the Korean automotive manufacturer.
Mark Zimmerman, Commissioner of the LCS, spoke on the deal: “AT&T has been a long-time supporter of gaming and esports, so we’re excited to forge this partnership with a brand that has a passion for our league, players, and fans.
“The LCS is embarking on an exciting new chapter where we’re deeply focused on creating new, innovative experiences for our teams and viewers, and AT&T has been a leader in creating cutting-edge technologies that are essential to our sport.”
