Shell and Lagardere on board for LEC

17 Jan 2019

By: Sport Industry Group

Shell has agreed its first esports partnership with Riot Games’ new League of Legends professional European series, LEC.

The global oil and gas firm will come on board for the inaugural season of the new franchise-based championship, which will get underway this month.

The Shell brand will be integrated into broadcasts through a replay segment to be called “Baron Power Play with Shell V-Power.” 

In addition, Shell will host in-game promotions including experience boosts and skin code giveaways, with special offers to be made available to members of Shell’s ClubSmart loyalty programme.

Commenting on the deal, a Shell spokesperson said: “This is Shell’s first step into esports, and a major new category for European League of Legends.

“We’re proud to be collaborating with them on their very first quest to bring entertainment and value to esports fans across Europe.”

The news follows confirmation of Lagardere Sports’ appointment as the exclusive marketing agency for the LEC.

The multi-year partnership will focus on the commercialisation of the new property, targeting deals with both endemic and non-endemic brands.

The agency says it expects to conclude further deals in coming weeks.

In addition to Shell, Kia and Alienware have already been announced as partners for the LEC 2019 season, which runs from January to March.