Riot Games has announced a new regional commercial partnership with T/SQUARED, the marketing agency established by TEAM Group in 2023, to bolster sponsorship sales across its flagship EMEA esports properties.
Under the agreement, T/SQUARED will support Riot’s EMEA Esports business development division, headquartered in Berlin, with commercial responsibilities for the League of Legends EMEA Championship (LEC) and the VALORANT Champions Tour (VCT) EMEA.
“This new agreement with T/SQUARED reflects our commitment to continually evolve our partnership offerings that provides the best experience for our players and fans,” said Charlie Allen, Director of Commercial Partnerships & Business Development at Riot Games EMEA. “T/SQUARED, as part of TEAM Group, brings a wealth of experience with a proven track record, and shares our commitment to providing the very best-in-class esports to our audiences. We’re confident that this partnership will enhance our commercial capabilities and bring tremendous added value to both new and existing partners of Riot Games’ esports in EMEA.”
The LEC remains one of the most prominent annual esports competitions in the region, backed by global partners including Kia, KitKat, Red Bull and LG UltraGear. Meanwhile, VCT EMEA — Riot’s VALORANT esports league for the region — continues to grow rapidly, with Paysafe recently onboarded as a main partner until 2025, alongside a continuing agreement with Red Bull.
T/SQUARED will oversee commercial activity for all LEC and VCT EMEA live events, as well as the broadcast content produced or commissioned by Riot Games.
Simon Crouch, CEO of TEAM, added: “Within the esports world and beyond, Riot Games has established itself as a gaming powerhouse, behind some of the most popular video games and events. We’re excited about the opportunity to connect brands with the LEC & VCT EMEA properties and their exceptionally engaged audiences.”
The partnership marks another step in Riot’s ambition to scale its commercial strategy in EMEA and consolidate relationships between its esports ecosystems and brand partners.
