The franchised format of League of Legends regional leagues allows attracting a large number of various sponsors. The quantity varies by region and its popularity, but the methods of advertising integrations in broadcasts often remain the same. In this article, we explore the brands and their advertisement during LEC broadcasts.
Sponsor logos before matches
Before the start of the matches, the logos of the main sponsors of the league are displayed on the schedule screen for the game day and also at the top of the screen during the draft stage. Most often, the logos of KitKat and KIA are shown there, as they have been the main sponsors of LEC for many years. In the spring split of 2021, Alienware also appeared there, but only during the group stage. A similar case occurred with Santander, which began sponsoring LEC during the summer split of 2022: its logos were also shown only during the group stage. However, in 2023, Santander became one of the key sponsors of the league, and it seems the company has secured a full advertising package.
LG also deserves a mention. The company started promoting its UltraGear brand in 2022 and became one of the main sponsors of the league for several seasons. During LEC Winter 2024, the LG logo stopped being shown during the draft stage, although it remained in pop-up banners with replays and statistics.
Dynamics of sponsorship in the LEC league
Carousel banner in the corner
There is an information window in the bottom left corner of every LEC broadcast, where the rotation of sponsor banners takes place. Typically, all the league's partners are showcased there, along with the info on the patch on which the teams are playing. During the playoff stage, the number of sponsors in rotation increases. For example, the likes of Erste and Mastercard sponsored only the playoff stage of event. The sponsor status also plays a role; banners of main partners (KitKat, KIA, LG UltraGear, etc.) are displayed for several minutes, while banners of technical sponsors (Secretlab, Logitech G, Prime Gaming, etc.) change much more quickly.
The corner banner also features advertisements for the tournament venues, such as the cities of Malmö and Montpellier, where the LEC Summer 2022 and LEC Summer 2023 Finals took place. Non-endemic brands like Displate, LVM Versicherung, Desperados, and Just Eat are specifically promoted in the corner banner.
Sponsor branding on the map
Branding of sponsors on the map plays a significant role in LEC's advertising integrations. In 2021-2022, all sponsors, both main and technical (Logitech G and Secretlab logos appeared only during the playoff stage), were showcased. However, in 2023, organizers started displaying only the main partners' logos on the map.
There were challenges with placing sponsor banners on the map for a long time. Such placement was technically complex, leading to issues like banners not loading or simply being forgotten to be turned on. The league banners appear on the map instead of sponsor banners at the beginning of each LEC match now. Only a few minutes into the game, they are manually switched to the sponsor banners.
Previously, the distribution of sponsor banners across the map was unclear. For example, the Mastercard banner was placed at only one inconspicuous point on the map during the LEC Spring 2022 playoffs, and other sponsors had multiple banners within one screen. In 2024, banner rotation became automatic: now, all banners on the map change simultaneously, sequentially displaying the logo of each sponsor.
A special mention goes to Red Bull branding. Unlike other companies, the Red Bull logo does not rotate and is located only in one place on the map, in Baron Nashor's lair. This is a key location on the map where significant battles between teams often take place. This location is frequently featured in highlight reels of matches.
Example of advertising placement on LEC broadcast
Video advertising between matches
Advertising integrations on LEC occur not only during matches but also during breaks. For instance, video clips from the league's main partners are shown during these intermissions. Typically, only 2 videos are shown during a break out of 4-5 sponsors. Most often, this includes an advertisement of Red Bull plus one more video from another brand. Broadcast directors aim to distribute these clips throughout the entire game day to avoid overloading viewers with advertisements.
An interesting advertising integration between matches was seen with Warner Media Group. After games, musical video clips were aired on the broadcast, and viewers were encouraged to discover the music in special LEC playlists.
Pop-up advertising banners
The pop-up banner is a classic advertising tool that made its way into live streaming from television. One or two large banners of the league's main partners are displayed at the beginning of a match when players are just spreading out across the lanes. Similar to the situation with videos between matches, the broadcast director chooses which banner to show in each match.
LEC broadcasts feature some mandatory large banners with specific triggers. For instance, a large Red Bull banner with the text "Baron Power Play" is displayed after Baron Nashor is slain. There's also a large Displate banner that activates only when the first tower is destroyed.
Small pop-up banners deserve a separate mention. For instance, the logos of SAP, Santander, and LG UltraGear are attached to in-game statistics or shown during replays. The small Red Bull logo appears in the corner of the screen during the Baron buff. There's also a pop-up KitKat logo, used only during pauses — fitting seamlessly into the sponsor's theme, as it suggests players "take a break and have a chocolate."
The small pop-up KIA logo was used in conjunction with credits during broadcasts. For example, when viewers are asked to vote for the best player of the match.
Product placement
Product placement is another integral advertising tool in esports, primarily concerning technical sponsors. For instance, initially, the monitors for games were provided by Alienware, and more recently, the gear has been supplied by LG UltraGear. Similarly, Secretlab exclusively has been providing LEC with gaming chairs for many years. Such products regularly appear in players' camera shots, providing these companies with ample screen time during broadcasts. Technical sponsors also feature in banners, advertising videos, and even map branding.
Red Bull's advertising is another case of product placement. For example, cans of the brand are often quite visible during players' post-match interviews. This is especially noticeable with videos featuring G2 Esports players.
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