LEC unveils new partners ahead of Summer Finals

The League of Legends EMEA Championship (LEC) has announced three new commercial partnerships for the 2025 Summer Split, bringing in ExpressVPN, AMD, and the City of Madrid to its portfolio.

LEC to level up the Summer Finals with three new partners

The announcement, made by Riot through a blog post, sees these new additions before the year-end LEC Summer Finals, joining the likes of Kia, KitKat, LG UltraGear, Marriott Bonvoy, Secretlab, and RedBull as the LEC official partners.

Both ExpressVPN and AMD don’t need much of an introduction. The former is known for providing online privacy and security solutions and will come in as the new digital privacy partner, offering fans a 14-day free trial and in-game rewards such as Hextech Chests and Keys for those who sign up through the dedicated landing page.

AMD, on the other hand, powers on-site and remote production setups, as well as the LEC Roadtrips in Paris and Madrid earlier this year, and will now officially become an LEC Supplier, bringing their tech across every stage of the show, according to the blog post.

The last announced partner is the City of Madrid, which will be the top teams from the LEC Finals as they qualify for the crown and the League of Legends World Championship seeding. Scheduled from 26 to 28 September at the Caja Mágica arena, Madrid was chosen once again after the LEC Roadtrip in collaboration with Movistar KOI, found great success with 10,000 attendees and its vibrant esports community.

The LEC is still holding strong in terms of engagement and viewership

Despite several years of EU struggling on the international stage, the LEC is still maintaining strong numbers as a broadcast product. In the latest Spring split, the final series between Movistar KOI and G2 Esports peaked at 509,010 peak viewers, with an average viewership of 228,120, based on data provided by Esports Charts.

The ongoing LEC Summer Split currently has an average of 196,273 after its first week of action, peaking at 275,774 in the series between Karmine Corp and GIANTX. The French team continues to prove their status as fan-favorite, having reached the two highest peak viewership in their two series. With KC facing the other fan-favorite team, MKOI, we’re expecting a new split record this coming weekend.