AT&T Becomes an LCS Partner

Riot Games has entered into a multiyear partnership with AT&T, naming the telecommunications provider the official connectivity partner of the League Championship Series (LCS), the premier North American League of Legends esports league. While the specific financial terms of the agreement remain undisclosed, the collaboration integrates AT&T into various facets of the league’s broadcast and event operations throughout the 2024 season and beyond.

The partnership focuses on enhancing the viewer experience through technical and content-driven initiatives. AT&T will support the LCS broadcast by powering event infrastructure and introducing a new segment titled “LCS Connected presented by AT&T,” which provides behind-the-scenes access to real-time player communication and tactical decision-making. Additionally, the brand will gain visibility through in-game rift banners and logo placement on the headsets of players, referees, and broadcast talent. Beyond the standard broadcast, AT&T will serve as the presenting partner for the “LCS Fan Fest,” a recurring pre-party event held during the league’s major championship finals.

This deal aligns with a broader trend of non-endemic brand investment in professional esports. AT&T joins existing LCS partners such as Kia and PAGODA, while similar corporate sponsorships continue to support the League of Legends EMEA Championship (LEC) in Europe. The agreement underscores the ongoing effort by league organizers to secure long-term commercial partnerships that integrate brand presence directly into the competitive ecosystem.