The League of Legends EMEA Championship (LEC) has announced a partnership with Euronics Group.
As a result of the three-year deal, the consumer electronics retail group will become the official electronics retail partner and supplier of the LEC.
The collaboration between the two parties will begin at the LEC Summer Finals, taking place in Madrid, Spain, from September 26th to 28th, 2025. Euronics Group will host a booth at the LEC XPO event on Plaza de España, where fans can take part in a range of activities.
In addition to fan activations, Euronics Group will reach out to LEC fans through a League of Legends-themed hub featuring a range of content along with opportunities to win exclusive products.
Charlie Allen, Director of Commercial Partnerships and Business Development at Riot Games EMEA, commented on the deal: “Euronics’ journey across both esports and traditional sports highlights their commitment to connecting with new generations of fans.
“Together, we want to create and bring activations that don’t just light up our Summer Finals weekends, but also bring lasting impact to communities across the region for the season.”
Euronics Group is no stranger to the esports industry. In 2019, it partnered with tournament organiser ESL FACEIT Group to support various national leagues across continental Europe.
LEC In 2025
Throughout 2025, the LEC has continued to expand its partnership portfolio through new partnerships and the renewal of existing deals.
In August, the league joined forces with ExpressVPN for the duration of the Summer Split, while June saw LEC renew its partnership with international hotel chain Marriott Bonvoy.
Elsewhere, Riot Games extended its existing partnership with Red Bull, which remains the official energy drink of the LEC and the EMEA region of the VALORANT Champions Tour (VCT).
The Summer Finals will see Fnatic, Karmine Corp, KOI, and G2 Esports compete for a share of €80,000 (~£69,812) in prize money, along with three places at this year’s League of Legends World Championship.
