ExpressVPN has partnered with Riot Games for the League of Legends EMEA Championship, becoming an official LEC Summer Split Partner for 2025.
The partnership spans the full Summer Split and includes the LEC Finals, which will take place in Madrid from September 26th to 28th.
According to a release, the partnership will also bring direct benefits for League of Legends players who can claim a 14-day free trial of ExpressVPN and thus unlock in-game Hextech Chests.
In addition, ExpressVPN’s deal with the LEC has also seemingly expanded outside of just the competition’s main broadcast. In a recent episode of LEC’s EUphoria, a Riot Games-run podcast, it was ‘presented’ by the VPN company.
ExpressVPN has been active in esports before its LEC debut. In 2020, it partnered with Dignitas and the Pittsburgh Knights, sponsoring and offering VPN services focused on privacy and protection from DDoS attacks.
Today, the company joins a strong line-up of LEC partners for the 2025 Summer Split, including Red Bull, Kia, KitKat, LG UltraGear, Secretlab, and Marriott Bonvoy.
In addition to ExpressVPN, the LEC has also announced partnerships with AMD and the City of Madrid.
Zac Eller, GM of Global Partnerships and Business Development, ExpressVPN, commented on the partnership: “For today’s gamers, privacy and performance go hand-in-hand. Whether it’s protecting against DDoS attacks, reducing ping, or avoiding ISP throttling, we’re here to help players compete at their best.
“Riot Games has built a world-class gaming and esports ecosystem, and we’re proud to work with them to ensure the League of Legends community have our best-in-class apps and services to deliver a killer gaming experience every time.”
Partnerships That Give Something Back
Over the past few years, fans have come to expect more than just branding, as there is growing interest in how partnerships translate into real value for the viewer or player. Whether it’s in-game rewards, exclusive content, or event access, even small benefits matter to fans who tune in and support their favourite esport— the ExpressVPN partnership is part of that developing pattern.
In 2024, Marriott Bonvoy offered LEC fans in-person experiences and hotel-related perks during the Summer Finals. In 2025, the hotel brand returned with a rewards-based promotion, combining hospitality offers with live event engagement.
Pringles offered Hextech Chests, skin rewards, and exclusive experiences through product codes. Similarly, KitKat provided on-site attendees with codes to redeem Hextech Chests during LEC events, like the 2022 Summer Finals in Malmö.
As esports audiences mature, partnerships must justify themselves through relevance and action. These aren’t massive changes in isolation, but taken together they signal a gradual evolution in how Riot approaches regional sponsorships. Today’s fans notice partnerships and know when they feel passive or one-sided.
ExpressVPN, with its focus on digital privacy and network performance, fits cleanly into that picture. It doesn’t try to reinvent the viewer experience—but it does offer something useful that fans can take with them into their day-to-day play.
