Riot Games announced Monday that food delivery service Uber Eats has been named the official food delivery partners of the League of Legends EMEA Championship (LEC) for the 2024 season.
Financial terms of the deal were not disclosed.
Under the terms of this deal, Uber Eats branding will be visible in the Rift (in-game) during competitions and at the Riot Games Arena in Berlin. Uber Eats will also be featured on LEC broadcasts during countdowns and will serve as the presenting sponsor during Match of the Week segments. Other activities and activations include “in-person pop-ups and digital activations throughout the season,” giveaways, and more.
“We’re delighted to welcome Uber Eats as the latest partner to join the LEC this year, having already revealed the return of some long-term partners ahead of the season,” noted LEC Commissioner Artem Bykov, in a release. “Uber Eats is a giant in its market and a brand that we believe will really resonate with our fan base. We can’t wait to see how the team will level-up the experience of fans watching the LEC each and every game week.”
Uber Eats joins returning LEC partners including KitKat, Kia, and LG UltraGear. Uber Eats and other partners will be visible for the first time this season during the 2024 LEC Winter Split this weekend, as times vie for standings in the Playoffs.