League Of Legends Series For German Market Is Coming

Riot Games, Freaks 4U Gaming and Lagardère Sports Germany will be launching a strategic and long-term cooperation this year. The first step will consist in the creation of a tournament series for League of Legends players in Germany, Austria and Switzerland (DACH).

The partnership will last over the next few years with the aim of developing a new, leading regional league in Europe following the Premier Tour.

The partners will establish an exclusive league for German-speaking teams. The aim is to promote the market’s professionalism and create a sustainable ecosystem for players, teams and companies.

Hans Christian Dürr, Head of Esports DACH at Riot Games, said: “League of Legends is largely responsible for esports’ incredible success. We also want to play an instrumental role in expanding the German-speaking market further and believe we have found the ideal partners for this goal. This powerful network of three leading companies will undoubtedly reinforce esports in Germany, Austria and Switzerland.”

Michael Haenisch, CEO of Freaks 4U Gaming, said: “An integral part of our corporate DNA is the creation and development of esports ecosystems . The strategic long-term partnership linking Riot Games and Lagardère Sports Germany allows us to solidify ambitious plans to take League of Legends esports in Germany, Austria and Switzerland to the next level.”

Robert Müller von Vultejus, Managing Director of Lagardère Sports Germany GmbH, said: “There is a great deal of enthusiasm around esports in the entire DACH region. Numerous clients want to focus their esports engagements more strongly on their respective strategic target markets. This is now possible with the Premier Tour, which is designed for the DACH region through offering concrete planning and professional structures, particularly for brands interested in esports.”

As a marketing and sales agency, Lagardère was also responsible for managing the marketing aspect of the League of Legends European Championship.

Berlin-based Freaks 4U Gaming staff picture below) has had an exclusive licence to broadcast all Riot Games events, leagues and tournaments in the German-speaking region.