Riot Games announced today that it has begun a strategic, regional partnership with T/Squared, the marketing agency within TEAM Group. T/Squared will support Riot Games EMEA’s business division, in particular its core products, the League of Legends EMEA Championships (LEC) and the Valorant Champions Tour EMEA (VCT), dealing with all sponsorship deals for the two events.
According to Riot Games, its EMEA — Europe, Middle East and Africa — esports partners include Kia, KitKat, Red Bull and LG Ultra Gear on LEC, and Paysafe for VCT EMEA. T/Squared becomes the commercial partner for these events, as well as all broadcast feeds Riot produces at these events.
Charlie Allen, director of Riot Games EMEA’s commercial partnerships and business development, said in a statement, “This new agreement with T/Squared reflects our commitment to continually evolve our partnership offerings that provides the best experience for our players and fans. T/Squared, as part of TEAM Group, brings a wealth of experience with a proven track record, and shares our commitment to providing the very best-in-class esports to our audiences. We’re confident that this partnership will enhance our commercial capabilities and bring tremendous added value to both new and existing partners of Riot Games’ esports in EMEA.”
TEAM founded T/Squared in 2023 to explore new business opportunities. Simon Crouch, TEAM CEO, said in a statement, “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.”