Riot Games to Allow Betting Sponsorships

Sponsorships

30 June 2025 10:13

Riot Games has officially announced a major shift in its esports sponsorship policy, confirming that betting companies will now be allowed to partner with top-tier League of Legends and VALORANT teams in North America and EMEA. The move, described as a step toward building a "sustainable ecosystem," reflects Riot’s long-term commitment to professional esports.

This change comes amid the growing influence of betting in competitive gaming. According to data from Sportradar, global betting turnover for League of Legends and VALORANT reached a combined $10.7 billion in 2024. Riot also cited concerns about the prevalence of unregulated markets, noting that around 70% of bets across all sports are placed with unlicensed bookmakers.

Riot’s leadership sees the introduction of betting sponsorships not as a concession, but as an opportunity to shape the space responsibly.

“We believe it’s better to engage in allowing betting sponsorships — thoughtfully, carefully, and with the right protections — than to sit on the sidelines while risks to fans and integrity go unchecked,” said John Needham, President of Publishing and Esports at Riot Games.

To ensure oversight and maintain competitive standards, Riot Games will vet all potential sports betting partners. Teams seeking sponsorships will only be permitted to work with bookmakers that use official match data provided by GRID Esports. Additionally, each organization must develop an internal integrity programme to safeguard players, fans, and competitive fairness.

The framework aims to set clear standards for responsible engagement with betting firms. “We’ve said before that Riot is all in for the long term on our esports,” Needham added. “That means stepping into arenas like sports betting with an objective to both guide and protect our brands from bad actors by establishing what good looks like, while also providing an avenue for teams to benefit financially.”

Riot Games first communicated its plans to teams in December 2024, and the rollout will initially target Tier One teams in the League of Legends and VALORANT Champions Tour (VCT) ecosystems. However, the impact of the programme will extend beyond the top tier. Riot has confirmed that a portion of the revenue generated from betting sponsorships will be reinvested into the Tier Two scenes of both titles, offering additional support to developing teams and players.

More:Intel Reveals More Lay offs

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Riot Games to Allow Betting Sponsorships

Sponsorships

30 June 2025 10:13

Tags: Riot Games

Riot Games has officially announced a major shift in its esports sponsorship policy, confirming that betting companies will now be allowed to partner with top-tier League of Legends and VALORANT teams in North America and EMEA. The move, described as a step toward building a "sustainable ecosystem," reflects Riot’s long-term commitment to professional esports.

This change comes amid the growing influence of betting in competitive gaming. According to data from Sportradar, global betting turnover for League of Legends and VALORANT reached a combined $10.7 billion in 2024. Riot also cited concerns about the prevalence of unregulated markets, noting that around 70% of bets across all sports are placed with unlicensed bookmakers.

Riot’s leadership sees the introduction of betting sponsorships not as a concession, but as an opportunity to shape the space responsibly.

“We believe it’s better to engage in allowing betting sponsorships — thoughtfully, carefully, and with the right protections — than to sit on the sidelines while risks to fans and integrity go unchecked,” said John Needham, President of Publishing and Esports at Riot Games.

To ensure oversight and maintain competitive standards, Riot Games will vet all potential sports betting partners. Teams seeking sponsorships will only be permitted to work with bookmakers that use official match data provided by GRID Esports. Additionally, each organization must develop an internal integrity programme to safeguard players, fans, and competitive fairness.

The framework aims to set clear standards for responsible engagement with betting firms. “We’ve said before that Riot is all in for the long term on our esports,” Needham added. “That means stepping into arenas like sports betting with an objective to both guide and protect our brands from bad actors by establishing what good looks like, while also providing an avenue for teams to benefit financially.”

Riot Games first communicated its plans to teams in December 2024, and the rollout will initially target Tier One teams in the League of Legends and VALORANT Champions Tour (VCT) ecosystems. However, the impact of the programme will extend beyond the top tier. Riot has confirmed that a portion of the revenue generated from betting sponsorships will be reinvested into the Tier Two scenes of both titles, offering additional support to developing teams and players.

More:Intel Reveals More Lay offs

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