LEC (League of Legends EMEA Championship), the top tier of professional League of Legends competition across Europe, the Middle East and Africa, has officially announced a new partnership with Barcelona-based food company Grupo Cacaolat, famous for producing the cocoa milkshake Cacaolat, for the 2026 season. The brand will serve as an official sponsor of the Spanish-language broadcast.
Riot Games didn’t share any details about the financial side of the deal. However, the partnership’s terms confirmed that Cacaolat will be part of the League of Legends EMEA Championship Roadtrips happening in Madrid, Spain, in May and September 2026. On top of that, the tournament’s broadcast in Spain will integrate Cacaolat’s branding as part of this partnership deal.
The LEC Roadtrips are basically live League of Legends (LoL) esports events where select matches of LEC are held in arenas outside their usual Berlin studio, hosted by local teams to engage regional fans. In Madrid, these events are hosted by the Spanish organisation Movistar KOI at the Madrid Arena.
Charlie Allen, Director of EMEA at Riot Games, said in a LinkedIn post, “For the 2026 season, we’re excited for the LEC to partner with such an iconic name to help make the Spanish LEC broadcast feel even more like home. Whether fans are tuning in from their sofa or joining us at one of the Spanish Road trips, this partnership is about celebrating esports while building memorable brand moments that resonate with the Spanish community.”
League of Legends is also popping up in some interesting places outside the LEC next year. The Esports World Cup Foundation has confirmed that the game will be part of the inaugural Esports Nations Cup 2026. On a different note, esports is even playing a role in diplomacy, with the German Embassies in Japan and South Korea putting together a cross border League of Legends tournament to help build cultural connections through gaming.
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