Marta J. July 6, 2019
Riot Games is launching a League of Legends national league for the DACH region in partnership with Freaks 4U Gaming and Lagardère Sports. DACH region includes Germany (D), Austria (A), and Switzerland (CH).
The new league will be a direct product of this long-term partnership as an expansion of the Premier Tour circuit in 2020. The league will be exclusive to German-speaking teams as the collaboration of the three strong organizations looks to take domestic esports in Germany, Austria, and Switzerland to a higher level.
Hans Christian Dürr, head of esports DACH of Riot Games has said they feel responsible for the development of esports and wish to further improve the German-speaking market. Over the next few years, the partnership between these three organizations will work towards developing a sustainable regional system for everyone evolved in the esports industry.
The Premier Tour was introduced in 2018 as a tournament centered around the DACH region. The multi-year partnership between Riot, Freaks 4U, and Lagardère will establish an all-new DACH tournament as an expansion to the Premier Tour, but their current efforts will stay focused on the remaining Premier Tour events. These events help the development of regional talent and are of great importance to the League of Legends European Championship.
Freaks 4U Gaming is one of the leading marketing agencies in esports, with headquarters in Berlin, Germany. They have been cooperating with Riot since 2018 and have organized many public events related to the Premier Tour. In words of their CEO, creation and development of esports ecosystems is an integral part of their corporate culture.
They serve many esports brands, such as EA, ESL, Epic games, HyperX, and more.
Lagardère Sports is a French international sports agency that offers services in sports marketing, with particular expertise in the football industry. The agency will be involved in the creation of the new national league to integrate partners and has already been a part of marketing activities revolving around the LEC.