Telecommunications company AT&T has become the latest sponsor and official 5G and fiber partner of the LCS, the largest League of Legends competition in North America. The company has also extended its sponsorship deal with 100 Thieves, one of the teams that competes in the league.
The LCS deal sees AT&T become one of the sponsors of the league and will have a branded segment known as LCS Connected during each broadcast. AT&T will also be the presenting partner of Fan Fest, the community celebration that takes place before LCS roadshows.
For viewers of the League, AT&T will be offering drops throughout the season, meaning viewers could be in with a chance to win AT&T goodies just by watching the competition.
“AT&T has been a long-time supporter of gaming and esports, so we’re excited to forge this partnership with a brand that has a passion for our league, players, and fans,” said Mark Zimmerman, LCS Commissioner. “The LCS is embarking on an exciting new chapter where we’re deeply focused on creating new, innovative experiences for our teams and viewers, and AT&T has been a leader in creating cutting-edge technologies that are essential to our sport.”
AT&T also announced that it is extending its deal with 100 Thieves, one of the teams that competes in the LCS and other esports. The deal with 100 Thieves will see AT&T become the presenting sponsor of the organization’s Valorant roster, and secure jersey sponsorship across the organization’s other teams.
The two deals follow the announcement of AT&T joining up with OTK creators ExtraEmily and Emiru to launch the Always On Connected By AT&T show that will see the pair test out the AT&T network at various events across the year.
“Riot Games and 100 Thieves share our vision for innovation and excellence, and we’re thrilled to explore the opportunities these partnerships will bring to the esports and gaming communities,” said AT&T AVP of Sponsorships and Experiential Marketing, Sabina Ahmed. “These relationships demonstrate our continued focus to connect the esports and gaming communities to greater possibility, which will be accomplished through collaboration on exciting exclusive content and one-of-a-kind experiential activations for fans and players nationwide.”
AT&T’s deal with the LCS comes just weeks after Riot Games laid off over 500 employees, some of whom worked in the league. Viewership for the LCS is also down and before the start of the season, two franchised teams left the league. However, being able to secure a sponsor like AT&T shows that the league still offers value to big-name mainstream companies, and despite the difficulties it is facing still has a very dedicated fan base.
