Riot Games, the titan behind League of Legends and VALORANT, has just levelled up its EMEA esports operations with a new commercial partner—T/SQUARED. Announced on June 11, 2025, this fresh collaboration sees the esports marketing agency stepping in to drive sponsorship deals across two of Riot’s flagship competitive circuits: the League of Legends EMEA Championship (LEC) and the VALORANT Champions Tour (VCT) EMEA.
Powering the Future of EMEA Esports
Founded in 2023 by the TEAM Group, T/SQUARED is stepping into a key business development role, working directly with Riot’s Berlin-based EMEA Esports division. The goal? Secure cutting-edge sponsorships and bring fresh commercial energy to some of the biggest esports stages in the world.
LEC and VCT EMEA Get a Boost
If you’re even slightly tuned into the esports scene, you’ll know the LEC is Europe’s crown jewel for competitive League of Legends. It’s backed by a roster of powerhouse sponsors like Kia, KitKat, Red Bull, and LG UltraGear.
On the flip side, VALORANT is Riot’s younger but fast-rising star. Since launching in 2020, it’s grown into a global FPS phenomenon. The VCT EMEA, which kicked off in 2023, has already locked down a long-term deal with Paysafe as a main partner through 2025 and also counts Red Bull among its key supporters.
A Commercial Upgrade
Under this agreement, T/SQUARED will support Riot’s commercial strategy not only for the live esports events but also for the official broadcast streams produced or managed by Riot Games. That means more targeted partnerships, broader reach, and fresh opportunities for brands looking to tap into the thriving world of competitive gaming.
“This new agreement with T/SQUARED reflects our commitment to continually evolve our partnership offerings that provide the best experience for our players and fans,” said Charlie Allen, Director of Commercial Partnerships & Business Development at Riot Games EMEA. “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.”
Simon Crouch, CEO of TEAM, added:
“Within the esports world and beyond, Riot Games has established itself as a gaming powerhouse. We’re excited about the opportunity to connect brands with the LEC and VCT EMEA properties and their exceptionally engaged audiences.”
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