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The League of Legends Championship Series (LCS) has partnered with FTX as its Official Cryptocurrency Exchange. The new seven-year partnership with FTX represents the largest sponsorship agreement Riot has ever signed for an esports league.
From this weekend onwards, fans will notice FTX branding on the LCS broadcast around the most valuable currency in League of Legends: Gold. Player net worth, total team gold and those rollercoaster gold graphs will all be presented by FTX. Additionally, FTX will directly sponsor the LCS Most Improved Player Award, to be voted on by a cross-section of Rioters, media and team representatives.
Riot Games said:
“At the forefront of every LCS partnership, we consider the sentiment and interests of our fans. This data strongly informs our decision-making process, helping us hone in on partners who are relevant to our audience and can elevate the LCS for years to come. Those metrics pointed to a direct interest in the crypto category, where FTX stands out as an innovative, thoughtful leader in a space our fans understand. Together, we’ve only just begun to press our advantage.”
Last week FTX released impressive Q2 growth numbers with its volume having increased 150x year-on-year. The exchange worked hard to make those numbers. The exchange signed over 4 sports sponsorship agreements in 2021. At first it secured naming rights to the Miami Heat basketball arena in a 19-year, $135 million deal; more recently it entered a multi-year partnership with the Major League Baseball and became its first official cryptocurrency exchange partner.
FTX.US also made headline by signing the largest competitive e-gaming deal with eSports giant, ‘Team SoloMid’ by securing naming rights to create ‘TSM FTX’ through a 10-year, $210 million agreement. The exchange also brought on board a team of brand ambassadors as it announced an equity stake partnership deal with Tom Brady and Gisele Bundchen.