esports: Contiental (tyres) official supplier to the French League of Legends (LFL) for 3 months

Continental France, a national subsidiary of the German tyre manufacturer, has become a partner of the French League of Legends (LFL) for its Summer Split 2024 (the "summer segment" which begins on 22/05), i.e. for a period of three months, announced Webedia, co-producer of the competition with publisher Riot Games, on 22/05/2024.

Continental joins Orange (telecommunications) and MGG Equipment (PC) as an official supplier, the second level in the competition's sponsorship hierarchy.

After its first involvement in esports in 2023 alongside the "Ascension" event created by streamer and event organiser Adrien "ZeratoR" Nougaret and ZQSD Productions, Continental is strengthening its commitment by positioning itself not on a game related to cars (Ascension 2023 being contested on the racing game Trackmania), but on the most popular esports circuit in the world and in France.

"We had to start with something that was easy to understand, firstly to make the holding company easier to understand, and secondly to be able to properly test our first esports partnership. It was much simpler for…