Riot Games has announced a three-year partnership between the League of Legends European Championship (LEC) and electronics retail group Euronics, unveiled as the Summer Finals get underway in Madrid.
The agreement names Euronics as the official electronics retail partner and supplier of the LEC, with the collaboration set to run across Europe, the Middle East and Africa (EMEA). The partnership begins with on-site activations at the LEC Summer Finals, including a booth at the LEC XPO on Plaza de España.
Euronics brings together around 25 regional entities under its umbrella, including Boulanger (France), Sharaf DG (UAE), Teknosa (Turkey), and Euronics in Germany and Italy. The group plans to engage fans both on-site and online, with activations ranging from gamified experiences at events to the launch of a digital hub featuring LEC content and product giveaways.
Also read: LEC adds new partners for summer 2025 ahead of Madrid Finals
John Olsen, CEO of Euronics International, said “This collaboration reflects our commitment to innovation and connecting with new generations of passionate gamers and fans across Europe and beyond. We believe that joining forces with such an iconic esports event will not only strengthen our engagement with the gaming community, but also inspire and empower our customers to pursue their love for gaming.”
Charlie Allen, Director of Commercial Partnerships & Business Development at Riot Games EMEA, added: “Euronics’ journey across both esports and traditional sports highlights their commitment to connecting with new generations of fans. Their commitment to local communities, placing customers at the heart of everything, mirrors our own priorities of serving players and building for the long term.”
The partnership underlines Riot Games’ continued push to align with large-scale consumer brands while emphasising localised fan activations across its EMEA ecosystem.
