Esports organisation G2 has entered a multi-year partnership with Winamax, naming the betting operator as its official betting partner for its LEC (League of Legends EMEA Championship) and Kings League Germany teams. The deal marks a significant regulatory milestone, representing the first time Riot Games has granted a betting licence for team sponsorship in Europe.
The partnership is centred on creating fan engagement across key European markets. It will include the launch of a new weekly League of Legends (LoL) podcast called HopEUm, alongside original content and community initiatives.
It marks a pivotal development in the European market, where such partnerships were previously restricted. It comes after Brazilian organisation MIBR became the first globally to gain Riot’s approval for a VALORANT betting sponsorship in November 2025.
“We’re incredibly excited to work with a truly pan-European partner who feels like a perfect fit for G2,” said Alban Dechelotte, CEO of G2. “Our fans are everywhere, literally in every single country and it means a lot to us to collaborate with a brand that shares that same European DNA.”
Winamax is no stranger to investing in the League of Legends audience, as the company also announced a partnership with LoL-specialised website Sheep Esports in 2025. G2 and Winamax plan to roll out further content and fan experiences throughout the duration of the multi-year agreement.
The inclusion of G2 FC, the organisation’s Kings League Germany team, adds a strategic dimension. The team, which will return for the league’s second season after a third-place debut, holds significant local appeal; it was named the most supported esports team among German fans in a recent survey by the E-sport-Bund Deutschland.
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