The opportunity
Our partner Riot Games were relaunching their European League of Legends pro league - with some critical and game-changing upgrades. The new league had a revamped visual identity, brand new long-term partnered teams from the esports, traditional sports and commercial worlds, and a fresh new name - the League of Legends European Championship (LEC). The communications challenge was to introduce this new league to a European fan and mainstream audience, underlining this huge step forward while also honoring the proud tradition of industry-leading esports that led to this moment.
Complete Coverage
Coordinated news launch across affiliated channels and external media.
Top-Tier Traction
In-depth coverage across sports and culture press across Europe, including exclusive CNN interview with Riot Games and teams.