In what may seem like a surprise to many, Riot Games announced last Thursday that Tier 1 League of Legends and Valorant esports teams in the Americas and EMEA can now pursue sponsorships from betting companies.
“One area that’s been on our radar and that teams have been asking us to consider for years is sports betting as a sponsor category,” said John Needham, President of Publishing and esports at Riot Games.
“Today, I want to share why we’re opening up the betting sponsorship category for Tier 1 LoL and VALORANT teams in the Americas and EMEA — and what we’re doing to make sure it’s done the right way.”
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Needham agrees that sports betting is not for everyone and that Riot Games respects that. However, since betting on their games already exists, there is no need to shy away from prospects to help their players benefit from it.
“The reality is betting on our games exists. According to Sportradar, the total betting turnover globally involving just LoL Esports and VCT reached $10.7 billion in 2024,” he said.
Needham had previously highlighted the importance of building the long-term future of esports by investing in a sustainable ecosystem. In the statement published on the company’s website, Needham said many players have previously reached out to them to reconsider their stance on sports betting, which has historically been a restricted sponsorship category.
“But here’s the problem: 70% of bets across all sports are placed in unregulated markets with bookmakers who aren’t licensed. We believe it’s better to engage in allowing betting sponsorships—thoughtfully, carefully, and with the right protections—than to sit on the sidelines while risks to fans and integrity go unchecked.”
How Riot Games will safeguard the betting ecosystem for players and viewers
Needham noted that the decision to unlock the sports betting partnership was reached after in-depth research. The research led to the development of regulations, monitoring best practices, and educational programs that will protect the integrity of esports teams and events. Below is a highlight of how Riot Games intends to engage with sports betting partners.
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- Vet and approve all potential sports betting partners
- Build on our established official partnership with GRID
- Mandate team integrity program checks
- Support and foster our Tier 2 esports ecosystem
To protect the viewing integrity of esports events, Riot-owned broadcasts and social channels will remain betting-free, meaning no ads, no sponsored segments from betting partners, and no betting partner logos on team jerseys.
Each team will need to determine how sports betting-related content will show on their channels without going against the guidelines of the sponsorship program, content platform ToS, and local regulations.
If you are an esports player, let us know if the opening of the sports betting sponsorship category got you excited. Leave your thoughts in the comment box below.
