While we recently took a look at the brand activities among the teams of the League of Legends Championship Series (LCS) in North America, today we dedicate ourselves to the European counterpart.

In contrast to the American league, the LCS Europe has not yet introduced a franchise system this year, which is why the participating teams were presumably able to present significantly fewer arguments for cooperation with potential partners. Nevertheless, some have been successful:

G2 Esports is one of the few eSports clubs in Europe to announce a new sponsor in 2018. The Spanish based club led by eSports legend Carlos ‘Ocelote’ Rodríguez recently presented AOC, one of the global top brands in the display market, as a sponsor.

As a global esports powerhouse, @G2esports set the standard for success, professionalism and talent. As such, we at AOC are incredibly proud today to announce our partnership for 2018, and we look forward to much more success together! #G2Army pic.twitter.com/o5txVMEa2U — AOC Gaming (@AOC_Gaming) January 9, 2018

In addition, there seems to be some teams that have been able to extend existing partnerships. For example, both Turtle Beach and Mountain Dew will continue to be listed as sponsors of Splyce, and the Unicorns of Love have extended their partnership with NeeedForSeat at the end of 2017.

A dominant presence once again – as in the US – is shown by twitch. Amazon’s streaming service, purchased for a billion US dollars two years ago, boasts four strategic partnerships, this time with FC Schalke 04, Giants Gaming, Splyce and Team Vitality.

On the non-endemic brand page there are quite interesting names: Vodafone has been collaborating with Gamers2 for some time now; the partnership between Monster Energy and Fnatic has been going on for more than two years and the collaboration between French pay TV channel Canal+ and Team Vitality seems to be continued as well.

Esports Sponsorships: Partners & Sponsors of the LCS EU Teams

4x - twitch (FC Schalke 04, Giants, Splyce, Vitality) 1x - HyperX (G2 Esports) 2x - Scuf Gaming Giants, Splyce) 1x - Logitech (G2 Esports) 2x - Quersus (FC Schalke 04, Team Vitality) 1x - Miami Heat (Misfits Gaming) 2x - NEEDforSEAT (G2 Esports, Unicorns of Love) 1x - Monster Energy (Fnatic) 1x - adidas (Team Vitality) 1x - Mountain Dew (Splyce) 1x - AMD (Fnatic) 1x - MSI (Fnatic) 1x - AOC (G2 Esports) 1x - Newzoo (Fnatic) 1x - AOK (FC Schalke 04) 1x - Omen by HP (Team Vitality) 1x - Aorus (Giants) 1x - OnePlus (Fnatic) 1x - Ballistix (Fnatic) 1x - Only the Brave (Giants Gaming) 1x - Bären-Treff (Unicorns of Love) 1x - Ozone (Giants) 1x - BenQ (Giants) 1x - Paysafecard (G2 Esports) 1x - Burn Controllers (Team Vitality) 1x - Roccat (Roccat) 1x - Canal+ (Team Vitality) 1x - strafe (Fnatic) 1x - Chillblast (Fnatic) 1x - Trust Gaming (Unicorns of Love) 1x - Corsair (Splyce) 1x - Turtle Beach (Splyce) 1x - Deezer (Fnatic) 1x - Versus Gamers - Giants 1x - Drift (Giants) 1x - Vertagear (Misfits) 1x - DXRacer (Fnatic) 1x - Vodafone (G2 Esports) 1x - engange (Unicorns of Love) 1x - Volvic (Team Vitality)

What do you think?

Join the conversation on reddit, facebook or twitter and let us know how you feel about the rising involvement of non-endemic brands like Vodafone, adidas or Mountain Dew.

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