Domestic appliance manufacturer Beko latest big brand company to sponsor Riot Games’ League of Legends European Championship (LEC).

Domestic appliance manufacturer Beko is the latest big brand company to sponsor Riot Games’ League of Legends European Championship (LEC).

The company, which makes everything from washing machines and dishwashers to fridges and cookers, is now the official domestic appliances supplier for the remainder of the Spring Split and the subsequent Summer Split.

In terms of content, LEC and Beko are planning to create exclusive material themed around Beko’s “Eat Like a Pro” healthy eating campaign – presumably heavily involving social media.

Beko is joining the esports party as the playoff stage of the Spring Split approaches, which will see the best six teams battle it out for €200,000 and qualification to the Mid-Season Invitational and Rift Rivals.

The Riot sales team are doing an impressive job of bringing commercial sponsors on board for LEC – with partnerships already in place with Alienware, DXRacer, Foot Locker, Kia Motors (see KIA MOTORS ENTERS WORLD OF ESPORTS AS MAIN LEC SPONSOR), Logitech G, Red Bull and Shell.

According to official stats, LEC is enjoying explosive growth seeing a 50% year-on-year increase in viewership at the halfway point of the inaugural split of the re-branded league (rebranding of the EU LCS to the LEC), and peak viewership likewise rocketing by 40%.

AYO.NEWS says:

The fact that non-endemic brands like Beko are seemingly falling over themselves to sign sponsorships with LEC, even way into the season, clearly illustrates the staggering growth of the league, and its now obvious commercial importance to brands. That we now see companies selling ‘grown-up’ items like domestic appliances and luxury cars investing heavily in esports should also silence the last of those detractors who still insist esports is still the preserve of “geeky teens” (yes, there are still plenty of people with that attitude outside of the esports industry).

SheIS, an initiative to promote and elevate women in sports, has entered esports through a partnership with Canadian organisation Lazarus.

The partnership will see female players from Lazarus’ League of Legends and Counter-Strike: Global Offensive teams appointed as athlete ambassadors.

Commenting on the news President of Tiidal Gaming, owner of Lazarus, David Brisson, said:

“We believe in progressing women in esports and are thrilled to partner with the SheIS Collective to help further that goal. Our Lazarus Esports’ female roster gives us the ability to align with like-minded organizations to build profile within the sports industry and shine a spotlight on female competitors.”

While Founder of SheIS, Brenda Andress, added:

“We are extremely excited to expand our SheIS Collective into the esports world and to welcome our newest leaders to sit among the SheIS Collective, further cross-pollinating our efforts and embracing the power within our leagues and with their amazing athletes. By strengthening this group, we are showing the sports world that we are ready to up our game and showing everyone that we can have a positive impact on women’s sports.”

SheIs currently works with several big-name sports brands includi

Female sporting initiative SheIS enters esports through partnership with Canadian esports organisation Lazarus.

ng adidas, National Women’s Hockey League (NWHL), Women’s National Basketball Association (WNBA), National Women’s Soccer League (NWSL), and WWE.

AYO.NEWS says:

Though we have to applaud the work SheIS is doing in traditional sports, the fact that it has got involved in esports could backfire. Afterall, while it is understandable that in many traditional, more physical sports, where men are on average physically different, segregation is logical in terms of both fairness and safety, in esports things are different. It could be argued that, far from furthering equality, and albeit no doubt unintentionally, focusing on gender differences in a world that really doesn’t need segregation at all, might actually help create barriers in people’s minds that weren’t there to start with. Just something to be careful of.

Acer’s gaming brand, Predator, has been announced as North American esports organisation Team Envy’s official PC, laptop and monitor partner.

The partnership will see Team Envy’s headquarters equipped with Predator laptops, desktops and monitors, and the brand will be jersey sponsor for the Counter-Strike: Global Offensive (CS:GO) and PlayerUnknown’s Battlegrounds (PUBG).

Team Envy will also work with the brand to create video content and activations, including the ‘Predator After Party’ at the House of Blues, during PAX East, on 29^th March.

Commenting on the partnership President and COO of Envy Gaming, Geoff Moore, said:

“Acer’s early support of the competitive esports scene and Envy’s long success as a professional gaming organization make a perfect match. We’re excited to kick off a partnership with Acer at a time where our Envy PUBG team just finished top three in the first stage of their season and our business is firing on all cylinders.”

While Vice President of Marketing at Acer, Richard Black, explained:

“The Predator gaming line is designed to give players a competitive edge over opponents. With premium speed and graphics at their fingertips, Team Envy’s players will have industry-leading systems to best support their expert training. Sharing a mutual passion for esports and innovation, Team Envy is an ideal partner for Acer.

“As we push the boundaries of what’s possible with technology, Team Envy strives to move the needle in what can be achieved in gameplay. We’re excited to join forces to bring competitive esports and training to new levels in performance and entertainment.”

Yesterday AYO.NEWS reported that Team Envy, and its Overwatch League franchise Dallas Fuel, had partnered with the world’s largest video games retailer, Texas-based GameStop (read more).

Acer has previously sponsored major esports events, including the League of Legends Championship Series and CS:GO Intel Extreme Masters tournaments, though the Team Envy partnership marks the first time they have sponsored an American team.