LCK sponsors and their live broadcast integrations

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The Korean franchise league LCK is the most popular regional event in the League of Legends esports scene. The league organizers effectively leverage the large audience reach to attract new sponsors, far outnumbering those of the LEC, for example. Esports Charts analyzed how advertising integrations are implemented in LCK broadcasts and which brands have joined the Korean league in recent seasons.

Recently, we listed the main methods of advertising integrations in LEC: placing sponsor logos on the broadcast overlay, advertising videos between matches, map branding, carousel banner in the corner, large pop-up banners, product placement, and so on. These elements are also present in LCK broadcasts but are used differently.

Who sponsors LCK?

Non-endemic sponsors take the spotlight in both LEC and the LCK (Woori Bank in LCK, KIA, and KitKat in LEC). There are also several common sponsors (mostly technical) present in both leagues, including LG UltraGear, Logitech G, and Secretlab. Recently, Red Bull has been added to this list as well.

Brands from the Food/Food Chains category are often seen in LCK. In 2021, the league collaborated with McDonald's, and with the BBQ Chicken chain in 2022-2023. In 2024, Pulmuone, a company producing plant-based products (tofu, soy, etc.), became an LCK partner.

One of the peculiarities of the LCK is its rare collaboration with competing brands from the same industry/market. It's also important to note the entry methods of brands into the league: typically, companies start as sponsors only for the playoff stage, but they become permanent partners in the following season.

The number of sponsors in the LCK is increasing every year. The league continues to work with established brands while expanding the partner list by attracting companies from new categories. For example, the distributor of pharmaceuticals JW Pharmaceutical Corporation, and the insurance company Hanwha Life, which also sponsors one of the LCK participating teams, stand out as the new non-endemic sponsors.

What is the difference between LCK and LEC broadcasts?

The first distinctive feature of advertising integrations in the LCK is the emphasis on the league's main sponsor, Woori Bank. Its logo is present everywhere, from the pre-match splash screens to the arena stages where teams play in the grand finals. Other sponsors of the Korean league are displayed much less frequently. This sets the LCK apart from the LEC, which has several roughly 'equal' sponsors whose advertisements are constantly rotating during broadcasts.

From a viewer's perspective, the LCK broadcast appears much less advertised. The sponsors of the Korean league are mainly showcased before the match and at its very beginning. Additionally, banners of technical sponsors (i.e., nearly all sponsors except Woori Bank) are shown on-air only once. Moreover, technical sponsors have minimal branding on the map. On the other hand, sponsor banners are constantly displayed throughout the entire match in the LEC, and the entire map is adorned with their logos.

In the LCK, large pop-up banners are used much less frequently than in the LEC. For example, such banners of the main sponsors in the Korean league are only shown at the beginning of the match. However, in the LEC, banners appear in the middle of the match and during certain events (such as Baron Nashor's death or the destruction of the first tower). This is another indication that there is less advertising on LCK broadcasts and it distracts viewers less from watching the match.

Unique LCK advertising integrations

LCK broadcasts use some unique ad integration techniques that are not often seen in other leagues.

Team Sponsor Advertising

The leagues and teams most often have different sets of sponsors. Sometimes these may be competing companies — for example, two different electronics manufacturers or different brands of energy drinks. Nevertheless, there is a practice on LCK broadcasts of briefly introducing the sponsors of the playing teams. They are displayed on a special banner before the match. In other leagues, you can find out about a team's sponsor only by looking at the players' jerseys.

Another characteristic of LCK broadcasts is the amount of accompanying entertainment and informational content. Various interviews and shows with players are shown during breaks between matches, even mini-movies dedicated to specific tournaments or teams. There are always a lot of statistics, head-to-head histories, analysts' commentary, and so on. This kind of content provides more airtime to players and teams, as well as more opportunities for advertising personal sponsors. Similar methods are used in LEC broadcasts but to a much lesser extent.

Branding of fan paraphernalia

There is a unique culture of supporting esports teams in South Korea — fans come to matches with posters, banners, inflatable clappers, and even musical instruments. LCK broadcasts pay special attention to fans: commentators and analysts discuss the messages on the posters, thereby engaging with the audience. If you take a closer look, you can often spot the league sponsors' logos at the bottom of these posters — this is another way of advertising integration. These posters are not only shown in live broadcasts. Many fans are taking selfies with these posters and posting photos on social media.

There are many other examples of branding fan merchandise. For instance, attendees at the arena were given inflatable clappers with the Woori Bank logo at one of the tournaments. Team merchandise is also highly sought after by Korean fans: many spectators come to matches wearing their favorite club's jerseys, with fan scarves or caps.

When comparing advertising integrations in LCK and LEC, it's important to consider the geographical peculiarities of these leagues. LCK organizers often collaborate with local sponsors interested in advertising specifically within South Korea. Meanwhile, LEC covers the whole of Europe, so the league has to seek international partners with interests in different countries. While the leagues employ different approaches, their advertising methods are largely similar.