The League of Legends European Championship started to collaborate with major cities in Europe for the split finals when it rebranded last year. For the 2019 season, Riot Games picked Rotterdam, Netherlands for the 2019 LEC Spring Final, with the Summer Final held in Athens, Greece.
Riot doesn’t just pick these cities at random. It’s a partnership between the league and the city that benefits both partners. Cities that believe they can offer a positive LEC experience can apply for the partnership, and Riot will pick based on a number of criteria. All of this is with the goal of making attendance comfortable for League fans, in return for giving the city a new tourist event of significant value.
Ahead of the 2019 season when Riot picked the next four Roadshow locations, more than 300 European cities were in contact with Riot, all hoping to get a spot in the partnership.
Hungary and Sweden checked all the marks on Riot’s long list of requirements for the city and venue. While the cities produce memorable events with deliberate organization, the cities also profit from the high number of visitors and the location’s promotion from Riot’s side.
A lot of content gets created in the Roadshow cities. From teams taking photos and sharing stories from around the city streets, to the showcases of historic structures during the LEC broadcast, the promotion is meant to spike interest in many fans watching at home.
And that’s in addition to the temporary boost in revenue of hotels, restaurants, airlines, and other businesses thanks to the thousands of fans in attendance for the event. LEC fans will be excited to see what Budapest and Malmö can offer this year.