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G2 has announced a multi year partnership with Winamax, naming the betting operator as its new official betting partner across select teams and competitions. The agreement covers G2 League of Legends LEC roster and Kings League Germany team G2 FC, bringing together esports, football style competition, and regulated betting under one European focused deal.
The partnership carries wider importance beyond team branding. Winamax became the first betting operator approved by Riot Games to sponsor teams in Europe, marking a notable step for regulated esports betting across the region. The approval allows both brands to collaborate while operating within established integrity and compliance frameworks.
Good to Know
Winamax enters the partnership with an established presence in several of the largest esports markets in Europe. Active licenses in France Germany and Spain give the operator the ability to support campaigns across multiple regions while maintaining local regulatory standards.
That reach aligns closely with G2 audience distribution, which spans countries across the continent rather than a single domestic market. The partnership structure allows both sides to activate in different regions while keeping a consistent approach to responsible engagement and player protection.
The first major activation under the agreement reflects that creative direction. G2 will launch a new weekly League of Legends podcast titled HopEUm. The show brings together co streamers, professional players, and rotating guests from across Europe to break down weekly LEC action, reactions, and storylines.
G2 chief executive officer Alban Dechelotte said the partnership fits naturally with the organization European identity and fan base:
“We’re incredibly excited to work with a truly pan European partner who feels like a perfect fit for G2. Our fans are everywhere, literally in every single country and it means a lot to us to collaborate with a brand that shares that same European DNA. With the launch of HopEUm, we wanted to go beyond a classic partnership and create something that genuinely brings value to our fans and the wider community. This show will, for the first time, capture the point of view of each community across Europe, and we can’t wait to see it come to life.”
Across the life of the partnership, G2 and Winamax plan to roll out original content, community driven initiatives, and fan focused experiences aimed at esports audiences throughout Europe. Further details on upcoming activations and the HopEUm launch are expected to follow.