G2 Esports has partnered with Winamax to establish an unprecedented partnership in the European e-sports landscape. This multi-year contract positions Winamax as the official sponsor of G2’s League of Legends team for the next two seasons in the LEC. This alliance, approved by Riot Games, marks a major advancement in integrating sports betting operators into the e-sports arena, a sector subject to varied and strict regulations depending on the country. Here are the key points of this collaboration:
- Winamax becomes the first betting operator approved by Riot Games to sponsor a team in the LEC.
- Winamax’s visibility will extend from the official jersey to podcasts and exclusive digital content.
- The partnership will also extend to the Kings League Germany thanks to G2 FC’s involvement.
- A particular focus is placed on compliance and player protection, emphasizing a responsible approach.
- Exclusive content, such as the HopEUm podcast, will deepen the relationship with the community.
This partnership redefines the standards of e-sports sponsorship, supported by a targeted marketing strategy and a solid regulatory framework imposed by Riot Games. Let’s explore all aspects of this collaboration and the implications for G2, Winamax, and the European e-sports community.
The stakes of the partnership between G2 Esports and Winamax in the LEC
The collaboration between G2 Esports and Winamax mainly focuses on the European League of Legends league, the LEC. This competition is one of the most followed tournaments in Europe, with a cumulative audience exceeding several million viewers each week. Founded in 2013, G2 is known for its pan-European heritage and global renown. This partnership thus lays solid foundations for increased and continuous visibility in the realm of e-sports sponsorship.
Winamax, a French online sports betting operator with regulated presence in France, Germany, and Spain, is part of an expansion strategy into the tightly regulated world of competitive gaming. This alliance is not limited to simple advertising display. The contract spans several seasons, ensuring regular momentum on a busy calendar and offering weekly engagements to the LEC community. G2, with its values of innovation and excellence, associates its image with Winamax, which emphasizes responsibility and compliance.
The European regulatory framework, often complex in terms of sports betting, imposes strong requirements. The fact that Riot Games has given its approval is a strong indication of the importance of this partnership in the evolution of sponsorship in gaming. This approval paves the way for other operators wishing to engage responsibly in European e-sports. Throughout the LEC matches, Winamax will benefit from visibility on official jerseys as well as through a variety of content, guaranteeing a quality relationship with the fans.
It should also be noted that the collaboration includes the creation of tailored content, allowing an increase in supporter engagement beyond competitions. As G2 continues to strengthen its position on the European scene, this sponsorship gives a new dimension to how brands can interact with a passionate and expert audience.
A multi-year partnership focused on visibility and engagement
The signed agreement guarantees a collaboration over several years, reflecting a desire for durable establishment within the e-sports landscape. The LEC, with its busy schedule of competitions and events, allows Winamax to benefit from regular exposure through:
- The presence of the Winamax logo on G2 jerseys during official LEC matches.
- Broadcasts on co-streams hosted by figures like Skyyart, a highly followed influencer in the LoL universe.
- The production of exclusive content, podcasts, and analyses dedicated to championship news.
- The organization of community initiatives aligned with regulated European markets.
This strategy favors organic communication, going beyond simple visual sponsorship, allowing a closer link with the community. Sponsorship is part of a multiform ecosystem, where proximity and storytelling play a key role in fan loyalty. The expected effect is to create a complete experience, with identifiable highlights and constant dialogue throughout the season.
The importance of Riot Games approval for e-sports sponsorship
This partnership is remarkable for the formal endorsement by Riot Games, publisher and organizer of the LEC, VCT EMEA, and the League of Legends World Championship. The approval process obtained by Winamax demonstrates a deep commitment to compliance, transparency, and responsible gaming. Riot Games has historically adopted a cautious stance regarding partnerships linked to the betting sector, demanding strict guarantees to protect players and spectators, especially regarding the prevention of risks related to gambling.
Consequently, Winamax had to demonstrate that it met rigorous criteria, thereby confirming its ability to operate responsibly in this sensitive market. This validation sets an unprecedented precedent for Europe, potentially facilitating future collaborations between betting operators and e-sports teams.
This level of compliance positions G2 at the forefront of digital sports structures adhering to high standards, balancing commercial development and respect for current regulatory constraints. This approach also resonates with the expectations of European institutions seeking to regulate the gaming industry in a secure and ethical manner.
A guarantee of trust for fans and partners
League of Legends fans can follow this partnership with confidence, as Riot Games’ commitment to responsible gaming remains at the heart of the agreement. Winamax has thus implemented information and alert systems to raise awareness among players and limit risks related to excessive betting. This reflects a major evolution in e-sports sponsorship, where the social dimension does not fade behind the commercial objective.
Exclusive content to strengthen the link with the League of Legends community
Beyond classic visibility on jerseys and during competitions, the Winamax-G2 strategy focuses on innovative content formats. HopEUm, a weekly podcast centered on the LEC, is a pillar of this approach. This meeting brings together professional players, content creators, and recognized analysts, offering fans an in-depth analysis of e-sports events and trends.
Trevor Quickshot Henry, former LEC commentator, will host this show alongside G2 co-streamers, bringing recognized expertise and a touch of authenticity. This format is specially designed to meet the practices of modern spectators, who consume e-sports debates on the go, through short and dynamic episodes. This podcast will allow Winamax and G2 to address the community directly and foster sincere conversation around the championship.
In addition, digital activations linked to this collaboration extend across several platforms, where original content aims to reach all profiles of competitive gaming enthusiasts. This content creation work positions Winamax and G2 as players able to bring significant added value to the LEC scene.
Multichannel formats and community initiatives
The podcast is just one element of a broader strategy, which favors direct interaction with fans through:
- Exclusive co-streams with key players and influencers.
- Online and offline events jointly organized.
- Video productions and original analyses throughout the season.
This multiform approach reflects the new consumption methods of the League of Legends competition. By integrating varied and adapted content, G2 and Winamax manage to maintain a strong link with their audience, going beyond traditional broadcasting channels.
Extension of the partnership beyond the LEC: Kings League Germany
The partnership between G2 and Winamax is not limited to the League of Legends scene and the LEC. In Germany, Winamax becomes the official sponsor of G2 FC, the team from the same group engaged in Kings League Germany. This unique competition combines seven-a-side football, digital spectators, and a strong entertainment dimension, mixing interactive streaming and digital culture.
This diversification reflects the shared desire to explore bridges between esports, event-sport, and community engagement. Through this association, G2 extends its European influence across multiple scenes, while Winamax confirms its place in hybrid, younger, and innovative environments.
Julien Huber, Marketing Director at Winamax, emphasizes the importance of being an “Official Sports Betting Operator” for Riot Games and offering a lasting presence in e-sports competitions. Alban Dechelotte, CEO of G2 Esports, recalls that this partnership aims to go beyond simple visual sponsorship to build continuous and unifying experiences around their teams and content.
| Aspect | G2 Esports | Winamax | Riot Games |
|---|---|---|---|
| Type of partnership | League of Legends team in the LEC and G2 FC in Kings League Germany | Official sponsor, Official Betting Partner | Approval and regulation of agreements |
| Duration | Multi-year, mainly two LEC seasons | Visibility on jerseys, content, and events | Verification of compliance and responsible gaming |
| Community engagement | Content creation (HopEUm podcast, co-streams) | Regulated support with awareness campaigns | Supervision and compliance |
With this alliance, G2 and Winamax inaugurate a new era in European esports sponsorship, where regulation plays a crucial role in ensuring sustainable development and a trust-based relationship with fans.
To follow the evolution of this universe, you can also discover how the iconic teams of e-sports build their legend through innovative alliances and strategies.
