German esports organisation G2 Esports has announced a new partnership with the German airline company Lufthansa as the team is preparing for the upcoming League of Legends World Championship 2025.
G2 Esports x Lufthansa – the German duo
The agreement will see Lufthansa become the official travel partner for the team on their way to China, where Worlds 2025 will take place across Beijing, Shanghai, and Chengdu from October 14 to November 9, 2025. Fan activations and experiences of the partnership are yet to be announced, although the announcement mentioned that it will “underscore the increasing convergence of esports and global brands”.
Upgrading to First Class ✈️ pic.twitter.com/U4XzDtQfHc
— G2 League of Legends (@G2League) September 30, 2025
The announcement comes shortly after G2 Esports lifted the trophy in front of thousands of fans at the Caja Magica in Madrid, during the LEC Season Finals. The team led by Caps dominated the other finalist, Movistar KOI, taking a swift 3-0 win and earning the #1 seed from the LEC. For the organization, the LEC Summer title is the 17th trophy in the team’s history, more than any other organization in the European league.
With all 17 teams confirmed for Worlds, several esports organisations are expected to find new partners for the biggest competition of the year. Aside from G2, LCK champions Gen.G have announced a deal with Korean food company OTOKI.
This is not the first time Lufthansa has partnered up with an esports organisation. The airline company had previously collaborated with the Chinese esports team Jing Dong Gaming (JDG) back in 2023, when the squad took down the Korean rivals and won the Mid-Season Invitational in London. Aside from Lufthansa, other airline companies have also joined the esports industry, including Vietjet with the Vietnamese team GAM Esports and Qatar Airways with PSG Talon, and Etihad Airways with Team Nigma.
