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Published: February 9, 2024

Written by: Stefan Velikov

  • AT&T’s branding will be shown in-game, as well as on the players’ headsets
  • The telecom company will also become the main sponsor of the LCS Fan Fest
  • This is not the first time AT&T has worked in esports and gaming

The LCS added yet another big name to its partnership list this year by signing a contract with telecommunications giant AT&T.

LCS and AT&T Sign Deal

Every esports league needs good partners to help it grow its outreach and media companies are great for achieving that goal. Perhaps this is one of the main reasons why the LCS, Riot Games‘ franchised North American League of Legends competition, has announced a new partnership with  American multinational conglomerate AT&T.

With the signing of this deal, which puts both sides in a multi-year partnership, AT&T becomes the official connectivity partner of the competition. The telecommunications company will present a broadcast segment focusing on what happens behind the scenes of the LCS when matches are taking place. Real-time audio from the teams’ communications will also be used in the feature.

In addition to this, AT&T will also become the main sponsor of the LCS Fan Fest which takes place before the regular-season Finals and Championship. The conglomerate’s name and branding will also feature inside LCS matches thanks to various in-game logo integrations. Finally, AT&T’s logo will be present on the headphones of commentators, players, and referees.

This isn’t the first time the conglomerate has been involved in projects within the videogame and esports industry. In 2019, the company became the founding partner of the ESL Mobile Open circuit operated by tournament organizer ESL FACEIT Group. In 2022, AT&T hosted a women’s game development competition, whose aim was to help women get more into game development. And last year, the company became one of the partners of the fighting game event Evolution Championship Series.

What The Deal Means for the LCS

The North American league expands its portfolio of high-level partners by signing the contract with AT&T. So far this year, the LCS has already announced deals with other big companies, such as snack brand PAGODA Snacks, as well as Kia America, the American branch of the Korean automotive manufacturer.

“AT&T has been a long-time supporter of gaming and esports, so we’re excited to forge this partnership with a brand that has a passion for our league, players, and fans,” commented about the most recent deal Mark Zimmerman, Commissioner of the LCS.

“The LCS is embarking on an exciting new chapter where we’re deeply focused on creating new, innovative experiences for our teams and viewers, and AT&T has been a leader in creating cutting-edge technologies that are essential to our sport.”

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