Riot Games has announced a regional commercial partnership with marketing agency T/SQUARED to bolster the commercial potential for its EMEA esports leagues.
According to a release, T/SQUARED will support EMEA’s esports business development in sponsorship sales across both the League of Legends EMEA Championship (LEC) and the VALORANT Champions Tour (VCT) EMEA.
The deal will also include the corresponding broadcast feeds produced by Riot Games. Financial terms of the partnership were not disclosed.
With the latest partnership, Riot Games aims to further strengthen its partnership portfolio for its EMEA competitions.
The LEC is already supported by several endemic and non-endemic brands such as snack brand KitKat, energy drink Red Bull, car maker Kia, LG UltraGear and Secretlab.
Meanwhile, VCT is supported by Red Bull, as well as payments platform Paysafe and INZONE, the hardware gaming brand for Sony.
T/SQUARED is a sports and entertainment marketing agency belonging to the Swiss-based sports marketing agency TEAM Group.
The new subsidiary was created to expand its activities into new fields separate from TEAM’s Union of European Football Associations (UEFA) focused operations.
Last year in November, T/SQUARED brokered exclusive rights for the Davis Cup and the Billie Jean King Cup for the Italian Tennis dedicated channel SuperTennis for the upcoming four years.
“This Partnership Will Enhance Our Commercial Capabilities”
Charlie Allen, Director of Commercial Partnerships & Business Development at Riot Games EMEA, commented on the new partnership: “This new agreement with T/SQUARED reflects our commitment to continually evolving our partnership offerings that provide the best experience for our players and fans.
“T/SQUARED, as part of TEAM Group, brings a wealth of experience with a proven track record and shares our commitment to providing the very best-in-class esports to our audiences. We’re confident that this partnership will enhance our commercial capabilities and bring tremendous added value to both new and existing partners of Riot Games’ esports in EMEA.”
