Powering Up the LEC Experience – Starting with the Summer Finals in Madrid!
We’re proud to announce that Euronics Group is now the Official Electronics Retail Partner of the League of Legends EMEA Championship (LEC), the premier esports league for League of Legends in Europe, the Middle East, and Africa. The LEC brings together the region’s top professional teams to compete in one of the most watched and celebrated esports tournaments in the world.
This exciting three-year partnership kicked off at the LEC Summer Finals 2025 in Madrid, where Euronics energized the fan experience with interactive activations at the LEC XPO on Plaza de España. Visitors could unleash their inner Yordle at the Euronics booth, race to detonate Ziggs’ bombs, win exclusive prizes, and personalize their XPO passport with a snapshot from our polaroid photo station.
With over 7,000 stores in more than 36 countries, Euronics Group is Europe’s largest consumer electronics retail network. Our group includes leading retailers such as Boulanger (France), Sharaf DG (UAE), Teknosa (Türkiye), and Euronics (Germany and Italy), each bringing local expertise and customer-first service to their communities.
To further engage with LEC fans, we’ll soon launch a gamified digital hub filled with exclusive content and product giveaways. Stay tuned—this is just the beginning.
This partnership builds on Euronics Group’s strong legacy in sports sponsorship, including our support for UEFA Women’s Football through grassroots initiatives and fan activations. Expanding into esports with the LEC is a natural next step in our mission to empower communities through competition and innovation.
“As Euronics International, we are delighted to embark on this exciting partnership with the League of Legends EMEA Championships,” says John Olsen, CEO of Euronics International.
“This collaboration reflects our commitment to innovation and connecting with new generations of passionate gamers and fans across Europe and beyond. We believe that joining forces with such an iconic esports event will not only strengthen our engagement with the gaming community, but also inspire and empower our customers to pursue their love for gaming.”
Charlie Allen, Director of Commercial Partnerships & Business Development at Riot Games EMEA, adds:
“Euronics’ journey across both esports and traditional sports highlights their commitment to connecting with new generations of fans. Their commitment to local communities, placing customers at the heart of everything, mirrors our own priorities of serving players and building for the long term.”
Together with Riot Games, we’re excited to bring inclusive, fan-first activations to the LEC and deliver memorable experiences, both online and in-store, that reflect the spirit of community and innovation.
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