The Euronics Group is now the official electronics retail partner of the LEC through a new three-year partnership with Riot Games.
The Euronics Group has become the official electronics retail partner of the League of Legends European Championship (LEC). Ahead of the Grand Finals, the company aims to connect with fans of the league while continuing to support programs and activities for the community.
LEC x Euronics Group
Riot Games is teaming up with Euronics for the next three years. As a result, the electronics retail group will be an official partner of the LEC. The announcement dropped ahead of the LEC 2025 Summer Finals, which will kick off in Madrid, Spain, from Sept. 26 to Sept. 28.
Euronics has already made a name for itself by backing grassroots sports programs and fan experiences. For example, its support of UEFA’s Women’s Football was one of the biggest. Now, the company is bringing that same energy to the LEC. Therefore, fans can expect more activations across EMEA, starting this weekend.
If you’re at the Finals in Madrid, you’ll find Euronics at the LEC XPO on Plaza de España. Their booth is all about leaning into your inner Yordle. Try pumping up Ziggs’ bombs and racing others to set them off for prizes, or swing by their Polaroid photo station to customize your XPO passport.
About Euronics
Euronics Group isn’t a small player either. It’s a network of electronics retailers spread across more than 36 countries, with over 7,000 stores under its umbrella. Brands like Boulanger in France, Sharaf DG in the UAE, Teknosa in Türkiye, and Euronics itself in Germany and Italy are all part of the lineup.
"As Euronics International, we are delighted to embark on this exciting partnership with the League of Legends EMEA Championships. This collaboration reflects our commitment to innovation and connecting with new generations of passionate gamers and fans across Europe and beyond," adds Euronics International CEO John Olsen.
Charlie Allen, Director of Commercial Partnerships & Business Development at Riot Games EMEA, said:
“Euronics’ journey across both esports and traditional sports shows their dedication to connecting with new generations of fans. Their focus on local communities and putting customers first mirrors our own commitment to serving players and building for the long term. Together, we aim to deliver activations that not only light up our Summer Finals weekends but also leave a lasting impact on communities across the region throughout the season.”
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