Riot Games has revealed a significant change in its sponsorship strategy, announcing plans to enter the betting sponsorship arena starting in 2025.
In a Twitter post, Whalen Rozelle, the Chief Operating Officer of the esports division for the creators of popular games like VALORANT and League of Legends (LoL), disclosed that esports teams partnered with LoL and VCT across EMA and the Americas will soon have the opportunity to engage with Riot-approved betting platforms.
Esports Insider reports that this marks a substantial shift from Riot Games’ previous policy, which traditionally prohibited any betting brand involvement in its esports events.
Rozelle’s statement indicates a complete reversal, confirming that after thorough analysis and planning, new sponsorship arrangements will likely be available next year. However, these will be implemented under two strict conditions.
Firstly, Riot-owned platforms will maintain a ‘betting-free’ environment, ensuring no betting brands are featured in broadcasts, social media, or team jerseys affiliated with the gaming company.
Secondly, Rozelle emphasized that Riot will carefully review all prospective betting sponsors to ensure they adhere to integrity, transparency, compliance, and advertising standards within the localities where these partnerships will be established.
Esports Insider also noted Riot Games’ decision during the 2024 League of Legends EMEA Championship season to raise the minimum player age from 17 to 18, aiming to create more revenue opportunities in the future.
Rozelle concluded by stating, “This represents a new sponsorship avenue for our esports, and we intend to approach it with care. We anticipate learning a lot throughout the process, and we’ll make necessary adjustments if it jeopardizes the sport’s integrity or the exceptional experience our fans currently enjoy.”
He further mentioned, “As we assess the results of this initial phase, we’ll consider whether to refine or broaden our strategy moving forward.”