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LCS and AT&T forge multi-year partnership, elevating esports connectivity and fan engagement

Posted : 09 February 2024

The LCS, Riot Games' franchised North American League of Legends competition, has recently entered into a multi-year partnership with AT&T, a prominent American multinational conglomerate. Designated as the official connectivity partner of the LCS, AT&T's involvement will include presenting a broadcast segment delving into behind-the-scenes activities during matches, offering real-time audio snippets from team communications.

 

Additionally, AT&T will take on the role of primary sponsor for the LCS Fan Fest, a prelude to the regular-season Finals and Championship. The conglomerate's brand presence will extend to in-game logo integration during LCS matches, appearing on the headsets of players, referees, and commentators.

 

Having previously ventured into the esports realm, AT&T's partnership with the LCS follows its collaboration with the Evolution Championship Series (EVO) in August 2023 and its founding partnership with the ESL Mobile Open circuit operated by ESL FACEIT Group in 2019.

 

The LCS, demonstrating its commitment to expanding partnerships, recently joined forces with PAGODA Snacks for the remainder of the 2024 season and established a collaboration with Kia America in January.

 

Mark Zimmerman, Commissioner of the LCS, expressed enthusiasm about the partnership, noting AT&T's longstanding support for gaming and esports. He highlighted the LCS's focus on creating innovative experiences for teams and viewers, emphasizing AT&T's leadership in developing cutting-edge technologies essential to the sport. This collaboration marks a significant step for both entities as they embark on a new chapter in the evolving landscape of esports and gaming.

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