The online price comparison platform idealo has been named an Official Sponsor of the German broadcast for League of Legends (LoL) Esports.
Announced by Riot Games, the partnership covers the LEC (League of Legends EMEA Championship) as well as the 2026 international calendar, including the Mid-Season Invitational (MSI) and World Championship (Worlds). The deal focuses on the German-speaking market, with the brand set to feature prominently across the region’s official broadcasting channels throughout the competitive season.
Starting with the LEC Spring Split, idealo will be integrated into the streams of Niklot “Tolkin“ Stüber, the official broadcast partner for the German community. The partnership is designed to appeal to the “min-maxing” nature of the League of Legends player base, aligning the platform’s price-comparison tools with the strategic gold-efficiency and build-maximising seen in-game.
Beyond broadcast visibility, fans will have access to exclusive activations, including merchandise, raffles, and discounts on gaming and tech categories.
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“With strong cultural relevance in the German market and growing adoption among gamers, idealo is a natural fit for our community,” said Charlie Allen, EMEA Director of Commercial Partnerships & Business Development at Riot Games. “This partnership connects fans in Germany to key moments across the season while aligning with a highly engaged community that values making informed purchasing decisions when it comes to gaming.”
This move signals an expansion for idealo in esports, which is already a partner of Movistar KOI in Spain. By securing a spot on the German broadcast for the year’s premier international events, the platform is stranghtening its commitment to the EMEA ecosystem. The partnership also highlights the increasing importance of regional “co-streamers” and official influencers like Tolkin, who now serve as the primary gateway for brands to reach specific linguistic and cultural demographics within the global League of Legends audience.
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