Riot Games Partners with T/SQUARED

Business

11 June 2025 11:44

Riot Games has announced a new regional partnership with T/Squared, the marketing agency launched by TEAM Group, to manage and expand commercial efforts across its EMEA esports operations. The collaboration will focus on bolstering sponsorship and business development for the League of Legends EMEA Championship (LEC) and the VALORANT Champions Tour EMEA (VCT).

As part of the deal, T/Squared will take over responsibility for handling all sponsorships tied to LEC and VCT EMEA, as well as the broadcast feeds produced at these events. This marks a significant move in Riot’s efforts to scale and refine its commercial strategy in the region.

Charlie Allen, Director of Commercial Partnerships and Business Development for Riot Games EMEA, emphasized the importance of the partnership. “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,” Allen said. “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.”

Riot’s current EMEA esports partners include major brands such as Kia, KitKat, Red Bull, and LG UltraGear for the LEC, with Paysafe sponsoring the VCT EMEA. T/Squared’s role will be to maintain and expand these partnerships while seeking new opportunities that align with Riot’s vision for its esports ecosystem.

Founded in 2023 by TEAM Group, T/Squared was created to explore new business avenues in the sports and entertainment industries. Simon Crouch, CEO of TEAM, welcomed the opportunity to work with one of the biggest names in competitive gaming. “Within the esports world and beyond, Riot Games has established itself as a gaming powerhouse, behind some of the most popular video games and events,” he said. “We’re excited about the opportunity to connect brands with the LEC & VCT EMEA properties and their exceptionally engaged audiences.”

More:Riot Games Partners with DonorsChoose

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Riot Games Partners with T/SQUARED

Business

11 June 2025 11:44

Tags: Riot Games

Riot Games has announced a new regional partnership with T/Squared, the marketing agency launched by TEAM Group, to manage and expand commercial efforts across its EMEA esports operations. The collaboration will focus on bolstering sponsorship and business development for the League of Legends EMEA Championship (LEC) and the VALORANT Champions Tour EMEA (VCT).

As part of the deal, T/Squared will take over responsibility for handling all sponsorships tied to LEC and VCT EMEA, as well as the broadcast feeds produced at these events. This marks a significant move in Riot’s efforts to scale and refine its commercial strategy in the region.

Charlie Allen, Director of Commercial Partnerships and Business Development for Riot Games EMEA, emphasized the importance of the partnership. “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,” Allen said. “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.”

Riot’s current EMEA esports partners include major brands such as Kia, KitKat, Red Bull, and LG UltraGear for the LEC, with Paysafe sponsoring the VCT EMEA. T/Squared’s role will be to maintain and expand these partnerships while seeking new opportunities that align with Riot’s vision for its esports ecosystem.

Founded in 2023 by TEAM Group, T/Squared was created to explore new business avenues in the sports and entertainment industries. Simon Crouch, CEO of TEAM, welcomed the opportunity to work with one of the biggest names in competitive gaming. “Within the esports world and beyond, Riot Games has established itself as a gaming powerhouse, behind some of the most popular video games and events,” he said. “We’re excited about the opportunity to connect brands with the LEC & VCT EMEA properties and their exceptionally engaged audiences.”

More:Riot Games Partners with DonorsChoose

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