G2 Esports has announced a new partnership with Lufthansa, Germany’s flagship airline, ahead of the upcoming League of Legends World Championship 2025 (Worlds 2025).
The agreement names Lufthansa as the official travel partner for G2’s League of Legends EMEA Championship (LEC) roster. The airline will be responsible for the team’s travel to China, where the tournament will be held across Beijing, Shanghai, and Chengdu from October 14 to November 9, 2025.
The announcement describes the collaboration as something that “underscores the increasing convergence of esports and global brands.” Fan activations and experiences around the deal are still to be announced.
This partnership represents the second major, Worlds-focused sponsorship revealed in quick succession, following Gen.G‘s announcement of a deal with Korean food company OTOKI just one day earlier. The timing of these agreements underscores the significant market appeal for brands associated with teams qualifying for the League of Legends’ premier international tournament.
