The European League of Legends region underwent a successful overhaul by all accounts. Since the region’s top league transitioned to the League of Legends European Championship (LEC) brand, viewership has increased across the board, and marquee sponsors have joined and others are taking notice.
Once representing Coca Cola, Alban Dechelotte has since become the Head of Business and Sponsorship for the LEC at Riot Games. He has seen and affected Riot’s approach to sponsorship deals, especially in Europe.
Dechelotte recalled a time when Europe and North America shared the same intellectual property (the League of Legends Championship Series – or LCS for short),
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