League of Legends Japan League Names First Partners

The League of Legends Japan League (LJL) has secured its first two commercial partners for the 2023 season, marking a strategic expansion of the league's sponsorship portfolio. Global office furniture manufacturer Steelcase and South Korean streaming platform AfreecaTV have joined as official sponsors. While the specific financial terms of these agreements remain undisclosed, the partnerships are designed to integrate brand presence directly into the league’s operational and broadcast infrastructure.

Steelcase has been designated as the official chair supplier for the LJL, with plans to provide exclusive promotional offers to the league's viewership. Simultaneously, AfreecaTV has been named the official broadcast partner. As part of this collaboration, the streaming service will facilitate viewer engagement through activations and contests, rewarding fans with in-game League of Legends items for watching matches on its network.

These announcements serve as the initial phase of the LJL’s 2023 commercial strategy, with additional partnerships scheduled for disclosure on January 28, 2023, coinciding with the opening day of the league's Spring Split. The move highlights a concerted effort to bolster the LJL’s professional ecosystem through international brand alignment and enhanced viewer incentives.