Riot Games, the renowned game developer behind League of Legends, has announced an exciting partnership with Uber Eats, the popular food delivery service. This collaboration will bring Uber Eats on board as a partner of the LEC, which is the franchised league for League of Legends in the EMEA region.
Under this partnership, viewers tuning into the LEC broadcasts can expect to see prominent branding from Uber Eats. The Uber Eats logo will be featured during countdowns and prominently displayed during the highly anticipated ‘Match of the Week’ segments. This integration aims to enhance the viewer experience and showcase the strong alliance between the LEC and Uber Eats.
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In addition to this, LEC announced other Uber Eats activations
Uber Eats has joined forces with the LEC for the highly anticipated 2024 season, and their collaboration extends far beyond the broadcasts. In an exciting move, Uber Eats will have a presence on Summoner’s Rift, the iconic in-game map of League of Legends, as well as in the newly revamped Riot Games Arena. But that’s not all – fans can also look forward to a range of captivating Uber Eats activations, including in-person pop-up events and engaging digital experiences, throughout the LEC season.
This landmark partnership marks a significant milestone for Uber Eats as it becomes one of the LEC’s four main partners for the 2024 season, alongside renowned brands KitKat, Kia, and LG UltraGear. Notably, this collaboration represents Uber Eats’ first foray into a commercial partnership with the LEC, setting it apart from its fellow sponsors.
Riot Games’ ability to secure a series of high-profile commercial deals for its major Western leagues, the LEC and LCS, demonstrates its continued success in attracting top-tier sponsors and further solidifying its position as a leader in the esports industry.
Riot Games fired 11% of employees
Unfortunately, during this period, the game publisher also made the difficult decision to lay off 11% of its workforce. This affected various departments, including Riot Forge, Legends of Runeterra, and even personnel from the LEC and LCS.
Artem Bykov, the LEC Commissioner at Riot Games, expressed his enthusiasm for the partnership, stating, “We are excited to welcome Uber Eats as the newest addition to our lineup of partners for the LEC this year. With the return of some long-term partners and now Uber Eats, we believe we have a brand that will truly resonate with our fans. We can’t wait to see how they enhance the LEC viewing experience each game week.”
Currently, the LEC is in the midst of its Winter 2024 playoffs. The viewership for the competition has seen significant growth compared to the Winter 2023 season, with a peak viewership of 741,450, according to Esports Charts.