Lagardère Sports, an entertainment and marketing agency that partners primarily with German football (soccer) clubs, has announced that they have signed European League of Legends team, Unicorns of Love.

Things about to change. We are pumped to enter the #eSports market by signing up with the @UnicornsOfLove ????#spobis17 pic.twitter.com/DMnMs2biWr — Lagardère Sports DE (@LSports_de) January 30, 2017





Lagardère Sports is a global entertainment and marketing agency in multiple sporting titles. Lagardère Sports has partnered with 15 football clubs in Germany, including Borussia Dortmund and Hamburger SV, but also have represented teams in tennis, golf, and Olympic sports. This new partnership with Unicorns of Love signals the entertainment agency’s interest in esports. According to Lagardère Sports’ website, they offer full service marketing, including stadium advertising, kit sponsoring, hospitality programs, and the marketing of media rights.

It is unclear what specific services Lagardère Sports will provide Unicorns of Love. Unicorns of Love have one of the most unique brands in the EU LCS. Perhaps if the partnership is successful, Lagardère Sports will offer their services to other esports organizations based in Germany.

You can follow Kelsey Moser on Twitter @karonmoser.