LEC announces partnerships with T/SQUARED & Marriott Bonvoy

Riot Games EMEA has renewed its partnership with Marriott Bonvoy ahead of the Madrid’s LEC Summer Finals, in September. The famous Marriott hotel chain’s loyalty program already partnered with the League of Legends EMEA’s league last year at the Season Finals, in Munich. This renewal of trust comes at the same time as another partnership, also encompassing VCT EMEA. T/SQUARED joins Riot Games’ EMEA Esports business development division as a regional commercial partner.

The mission of the marketing agency – set up in 2023 by the TEAM Group – will be to explore new business opportunities for Riot’s two core EMEA Esports products: the League of Legends EMEA Championship (LEC) and the VALORANT Champions Tour (VCT) EMEA. In short, to find and negotiate new sponsors for the two leagues. Note that the LEC is already a partner of major brands such as: Kia, KitKat, Red Bull and LG UltraGear. While the VCT EMEA recently revealed Paysafe as a Main Partner for the league until 2025, and has an agreement with Red Bull as well.

Charlie Allen, the Director of Commercial Partnerships & Business Development at Riot Games EMEA stated: “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. 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.” While Simon Crouch – CEO of TEAM – announced his “excitement” working with LEC and VCT EMEA entities along with their “exceptionally engaged audiences.”

On the other hand, Marriott Bonvoy’s partnership comes with exclusive rewards and experiences for the fans ahead of Madrid Summer Finals. As announced by LoL Esports staff, LEC’s enthustiasts will have until October 12 to register for a Marriott Bonvoy account, and receive a free Hextech Chest and Key on their LoL account. As well as unlock access to over 10,000 hotels worldwide, featuring perks like free Wi-Fi, exclusive room rates, and reward points redeemable for future stays and experiences.