The franchised format of League of Legends regional leagues allows attracting a large number of various sponsors.
The quantity varies by region and its popularity, but the methods of advertising integrations in broadcasts often
remain the same. In this article, we explore the brands and their advertisement during the European LEC league broadcasts.READ MORE
Sponsor logos before matches
Before the start of the matches, the logos of the main sponsors of the league are displayed on the schedule screen
for the game day and also at the top of the screen during the draft stage. Most often, the logos of KitKat and KIA
are shown there, as they have been the main sponsors of LEC for many years. In the spring split of 2021,
Alienware also appeared there, but only during the group stage. A similar case occurred with Santander,
which began sponsoring LEC during the summer split of 2022: its logos were also shown only during the group stage. However, in 2023, Santander became one of the key sponsors of the league, and it seems the company has secured a full advertising package.
LG also deserves a mention. The company started promoting its UltraGear brand in 2022 and became one of the main sponsors of the league for several seasons. During LEC Winter 2024, the LG logo stopped being shown during the draft stage, although it remained in pop-up banners with replays and statistics.
