Riot Games unveils partnership with Euronics Group for the LEC

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Euronics Group is teaming up with Riot Games as the official electronics retailer for the League of Legends EMEA Championship (LEC) in a new, three-year deal.

Euronics is now the official electronics retailer for the League of Legends European Championship (LEC). They plan to engage with fans before and during the upcoming Grand Finals, and will continue to sponsor events and fan experiences.

LEC x Euronics Group

Okay, so this is pretty cool! Riot just announced a three-year partnership with Euronics. Basically, Euronics is now the official place to go for electronics stuff related to the LEC. They dropped the news right before the Summer Finals, which are happening in Madrid from September 26th to 28th. I’m hoping this means some sweet deals on gaming gear!

I’ve noticed Euronics really gets involved with supporting sports, especially stuff for fans – they went big with UEFA Women’s Football, which was awesome. Now, they’re bringing that same vibe to the LEC, which is super exciting for us! We can expect to see more cool stuff happening at events across Europe, the Middle East, and Africa, starting this weekend.

If you’re attending the Finals in Madrid, visit Euronics at the LEC XPO on Plaza de España! They’re embracing the fun, playful spirit of Yordles. You can test your skills with Ziggs’ bombs – see who can set them off the fastest for a chance to win prizes – or get a personalized stamp for your XPO passport at their Polaroid photo station.

About Euronics

I’m really impressed by Euronics Group – they’re huge! They’re not just one store, but a whole network of electronics retailers in over 36 countries, with more than 7,000 stores total. I’ve definitely heard of some of the brands they include, like Boulanger in France, Sharaf DG in the UAE, and Teknosa in Türkiye. And of course, Euronics stores themselves are all over Germany and Italy – it’s a massive operation!

Euronics International is thrilled to partner with the League of Legends EMEA Championships. According to CEO John Olsen, this collaboration demonstrates their dedication to innovation and reaching the growing community of gaming enthusiasts throughout Europe and worldwide.

Charlie Allen, from Riot Games EMEA, highlighted Euronics’ strong support for both esports and traditional sports, praising their dedication to reaching younger fans. He noted that Euronics’ commitment to local communities and customer satisfaction aligns with Riot’s own values. Allen stated that their partnership will create exciting events for the Summer Finals and provide ongoing support to communities throughout the season.

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2025-09-26 11:41