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Riot games announced today that it had started a strategic regional partnership with T / Squared, the marketing agency within the team group. T / Squared will support the Riot Games Emea sales division, in particular its main products, the League of Legends Emea (LEC) championships and the Valorant Champions Tour Emea (VCT), dealing with all sponsorship agreements for the two events.
According to Riot Games, its EMEA – Europe, Middle East and Africa – ESPORT partners include Kia, Kitkat, Red Bull and LG Ultra Gear on LEC and Paysafe for VCT EMEA. T / Squared becomes the trading partner of these events, as well as all the diffusion flows that Riot produces during these events.
Charlie Allen, director of commercial partnerships and commercial development of Emea d’Emea, said in a press release: “This new agreement with T / Squared reflects our commitment to permanently develop our partnership offers which offer the best experience to our players and fans. T / Squared, as part of the team group, brings a richness of experience with a proven track file, and we do not grasp the best of the partners that will suit us. Improve our commercial capacities and bring considerable additional value to the new and existing partners in the ESPORT of the RIOT games in EMEA. “”
The team founded T / Squared in 2023 to explore new commercial opportunities. Simon Crouch, CEO of the team, said in a press release: “In the world of Esports and beyond, Riot Games has established himself as a playing power, behind some of the most popular video games and events. We are delighted with the opportunity to connect brands with the LEC & VCT EMEA properties and their exceptionally committed audiences. ”
