Esports organization and video game developer Riot Games has agreed to a new commercial partnership with T/Squared, an arm of the TEAM Group marketing agency, to grow its presence in Europe, the Middle East, and Asia (EMEA).
Through the deal, T/Squared will look to generate sponsorship sales with the support of Riot Games’ Berlin-based esports business development team.
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T/Squared’s remit will cover the League of Legends EMEA Championship (LEC) and the Valorant Champions Tour (VCT) EMEA, and will look to expand the commercial portfolios of each event with new sponsorships.
Furthermore, T/Squared will also serve as the official commercial partner for EMEA LEC and VCT events, as well as the respected broadcast feeds for those events.
T/Squared was founded by TEAM Group in 2023 to lead its business expansion outside of European soccer’s UEFA governing body, which to that point had been TEAM’s sole client.
Speaking on the deal Charlie Allen, Riot Games director of commercial partnerships and business development for EMEA, commented: “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.
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By GlobalData“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.”
TEAM Group chief executive Simon Crouch added on the logic behind the deal: “Within the esports world and beyond, Riot Games has established itself as a gaming powerhouse, behind some of the most popular video games and events.
“We’re excited about the opportunity to connect brands with the LEC & VCT EMEA properties and their exceptionally engaged audiences.”
Both the LEC and VCT EMEA series boast existing sponsorship rosters with several major brands.
Current LEC sponsors include car manufacturer Kia, snack brand KitKat, major energy drink Red Bull, and the LG UltraGear range of gaming monitors.
The VCT, meanwhile, recently added international online payments firm PaySafe as title partner, while Red Bull is also a sponsor.
