Uber Eats Named Food Delivery Partner of LEC

Key insights

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New partner

Uber Eats is the official food delivery partner for the 2024 League of Legends EMEA Championship season.

Riot Games has officially designated Uber Eats for the 2024 LEC season. This partnership integrates the delivery brand into the professional esports ecosystem.

Brand presence

The partnership includes in-game branding and physical presence at the Riot Games Arena in Berlin.

Uber Eats will feature branding on the Rift during competitions. The brand will also have a physical presence at the Riot Games Arena.

Visibility. The partnership includes in-game branding within the Rift, physical branding at the Riot Games Arena in Berlin, and sponsorship of the 'Match of the Week' segment.

Broadcast integration

Uber Eats will be integrated into official broadcasts and sponsor the weekly Match of the Week.

The brand will be featured during countdown segments. It will also serve as the presenting sponsor for the weekly Match of the Week.

Engagement. Uber Eats will be featured on LEC broadcasts during countdowns and will host in-person pop-ups, digital activations, and fan giveaways throughout the season.

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Summary

Riot Games has officially designated Uber Eats as the food delivery partner for the 2024 League of Legends EMEA Championship (LEC) season. This strategic partnership integrates the delivery brand into the professional esports ecosystem, aiming to enhance the viewer experience through increased visibility and fan-focused activations. While the financial details of the agreement remain undisclosed, the collaboration underscores the continued interest of major consumer brands in the European League of Legends competitive circuit.

The partnership encompasses a multi-channel branding strategy. Uber Eats will maintain a presence within the game environment, featuring branding on the Rift during competitions, and will have a physical presence at the Riot Games Arena in Berlin. Furthermore, the brand will be integrated into official broadcasts, including countdown segments and as the presenting sponsor for the weekly Match of the Week. Beyond digital and broadcast exposure, the agreement includes plans for in-person pop-up events, digital activations, and consumer giveaways throughout the season.

This deal aligns Uber Eats with other established LEC partners, such as KitKat, Kia, and LG UltraGear, signaling a robust commercial landscape for the 2024 season. The partnership officially commenced during the 2024 LEC Winter Split, marking a significant expansion of the league's commercial portfolio as it seeks to deepen engagement with its regional fan base.