Independent esports news publication Sheep Esports has announced a new commercial partnership with Winamax, a licensed poker and sports betting platform in Europe, as the outlet looks to grow its presence in the esports industry and secure a sustainable future.
The deal marks a major milestone for Sheep Esports, providing crucial financial support that will allow the publication to invest in its team and expand its editorial coverage.
In a statement accompanying the announcement, Sheep Esports addressed the sensitive nature of betting sponsorships in the League of Legends space, noting that while these deals are more common in traditional sports or titles like Counter-Strike 2, they remain rare in LoL.
“Before this partnership, Sheep Esports was not profitable and was losing money each month. Like many independent media outlets, we face the ongoing challenge of building a sustainable business model without compromising our values.”
They explained that Winamax’s support will allow them to “invest more in our content team and tools to strengthen our website and social media presence, deliver more consistent coverage and higher-quality editing for our well-established League of Legends audience, [and] expand our coverage to include VALORANT, where we see a real opportunity.”
Winamax, a long-standing operator in the poker and betting industry, was selected for its reputation, regulatory compliance, and commitment to responsible gambling.
“We chose Winamax because they are a licensed and regulated operator, fully compliant with European gambling laws,” Sheep explained. “They hold a long-standing reputation in the poker and betting industry, operating transparently under strong consumer protection standards.”
Mathieu Porri, Brand Director at Winamax, said: “Esports offer a new way of experiencing competition, entertainment, and spectacle — blending innovation with a strong sense of community. With SHEEP, we see that same creative energy and passion driving a fast-growing ecosystem. At Winamax, we deeply share these values, which makes this partnership both natural and truly exciting.”
Looking ahead to 2026, Riot Games will allow LEC and VCT teams to partner with betting sponsors, a move that Sheep Esports believes will further normalize responsible gambling partnerships within the ecosystem.
“We’re committed to doing this the right way: clearly labeled partnerships, no aggressive promotion, and zero influence from sponsors over our coverage.”
The team closed with a message to its audience: “To our community, thank you for your continued support and for your constructive criticism that helps us improve. Your trust means everything to us. If you have questions or feedback, our inbox and DMs are always open.”
