Publisher Riot Games has unveiled its commercial sponsor lineup and fan engagement blueprint for the LEC XPO, the official fan festival running alongside the League of Legends EMEA Championship (LEC) Summer Finals in Nice, France, from September 19–20, 2026.

Hosted at the Jardin Albert 1er, the event serves as the primary physical touchpoint for Riot’s major commercial partners to activate directly with European esports fans. The multi-channel activations mainly aim to combine gamified fan engagement with product visibility.

Also read:

Chocolate brand KitKat will be sponsoring the “XPO Quest Book”, a physical stamp-card system guiding attendees across the venue to unlock rewards, alongside branded arcade machines offering exclusive collectible pins. Automobile manufacturer Kia will host a “speed challenge” mini-game booth and integrating digital brand promotions tied to vehicle giveaway entries, while energy drink Red Bull will operate a custom DJ zone, an interactive player-card creation station, and a reaction-based “Baron Smiting” mini-game.

Internet services brand ExpressVPN and retail group Euronics will deliver tech-focused reaction time and memory challenges to showcase product benefits. Men’s health organisation Movember will offer on-site grooming services via the “Movember Barber Shop” and Secretlab will be conducting high-end gaming chair giveaways.

Beyond main sponsor activations, prominent LEC team organisations including G2, Karmine Corp, and Team Vitality will operate dedicated team booths for merchandise sales and fan meet-and-greets. Riot Games will also utilise the venue to promote its broader titles, featuring a dedicated play zone for Riot’s title Teamfight Tactics, a community Artist Alley showcasing over 40 regional creators, and open-air broadcast watch parties hosted at the adjacent Théâtre de Verdure.

The structured integration underscores Riot’s strategy of combining team merchandise hubs, sponsor activations, and multi-game IP showcases into a unified weekend event format.

Serving as the grand finale of EMEA’s League of Legends competitive calendar, the LEC Summer Finals determines both the regional champion and the recipient of Europe’s last spot at the upcoming League of Legends World Championship (Worlds), scheduled for October in North America.

Subscribe to our TER Newsletters here; the weekly recap On The Radar and the fortnightly deep dive into key trending topics Heat Map.