eSports: Lagardère Sports, exclusive marketing agency of the League of Legends European Championship

Lagardère Sports & Entertainment has become the exclusive marketing agency of the League of Legends European Championship (LEC), a European eSports league managed by Riot Games, as part of "a multi-year partnership," announced the group on 15/01/2019. "The sports marketing agency will leverage the long-term knowledge in sports sponsorship consulting and activation to conceptualise and establish long-term partnerships between endemic and non-endemic brands and the LEC."

"Within the partnership, the LEC and Lagardère Sports will be working together on future initiatives that will enhance the relevance of the league as well as eSports as a whole, including the development of innovative sponsorship concepts and unique activations that guarantee brands to reach a highly involved and young target group," added the sports marketing agency who signed the Dutch oil company Shell, as the first partner of the LEC, on 16/01/2019.

"As part of the partnership Lagardère Sports will launch a microsite informing about the agency's esports activities and the sponsorship opportunities at the LEC…