The Legends of League European Tournament (LEC) has declared a cooperative agreement with Euronics Group.
As a result of the three-year understanding, the consumer technology retail organization will turn into the endorsed technology retail collaborator and supplier of the LEC.
The teamwork between the two entities will start at the LEC Summer Finals, happening in Madrid, Spain, from September 26th to 28th, 2025. Euronics Group will manage a stand at the LEC XPO occasion on Plaza de España, where enthusiasts can participate in an assortment of happenings.
In accumulation to supporter initiations, Euronics Group will connect with LEC enthusiasts through a League of Legends-styled center presenting a variety of content along with opportunities to gain selective products.
Charlie Allen, Director of Commercial Cooperations and Business Expansion at Riot Games EMEA, commented on the understanding: “Euronics’ adventure across both esports and traditional sports emphasizes their commitment to uniting with new generations of enthusiasts.
“Together, we desire to produce and deliver activations that don’t just illuminate our Summer Finals weekends, but also bring lasting consequence to communities across the region for the season.”
Euronics Group is familiar with the esports industry. In 2019, it collaborated with tournament organizer ESL FACEIT Group to support diverse national tournaments across mainland Europe.
LEC In 2025
Throughout 2025, the LEC has proceeded to grow its collaboration inventory through new cooperations and the renewal of existing understandings.
In August, the league joined powers with ExpressVPN for the period of the Summer Split, while June saw LEC renew its cooperation with global hotel chain Marriott Bonvoy.
Elsewhere, Riot Games extended its existing cooperation with Red Bull, which remains the official energy beverage of the LEC and the EMEA region of the VALORANT Champions Trip (VCT).
The Summer Finals will see Fnatic, Karmine Corp, KOI, and G2 Esports contest for a share of €80,000 (~£69,812) in prize money, along with three places at this year’s League of Legends World Championship.
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