Riot Games has secured a strategic partnership with T/SQUARED, the commercial marketing agency established in 2023 by TEAM Group, to enhance sponsorship sales and business development for Riot’s key esports properties in Europe, the Middle East, and Africa (EMEA). The partnership centers around the League of Legends EMEA Championship (LEC) and the VALORANT Champions Tour (VCT) EMEA.
Under the agreement, T/SQUARED will act as the primary commercial partner responsible for securing and managing sponsorship agreements for both the LEC and VCT EMEA, including all related esports events and official broadcast feeds.
“This new agreement with T/SQUARED reflects our commitment to continually evolve our partnership offerings, providing the best experience for our players and fans,” said Charlie Allen, Director of Commercial Partnerships & Business Development at Riot Games EMEA. “T/SQUARED brings a wealth of experience with a proven track record and shares our commitment to providing best-in-class esports experiences to our audiences.”
Riot Games has consistently attracted major global brands to its esports properties, with the LEC currently partnered with brands such as Kia, KitKat, Red Bull, and LG UltraGear. Similarly, the rapidly growing VCT EMEA, launched in 2023, has already secured Paysafe as a main partner through 2025, alongside an existing partnership with Red Bull.
Simon Crouch, CEO of TEAM Group, highlighted the potential this partnership holds: “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.”