'League of Legends' Partners with Alienware for Esports Events

At CES 2018, Riot Games announced a partnership with Alienware and Dell to supply computers for its esports events. The multi-year deal will supply top of the line Alienware PCs to the two newly-rebranded League esports scenes in North America (League Championship Series) and Europe (League European Championship.) These PCs will also be used in a few major League international events; The World Championship, All-Stars and MSI will all use the new computers.

According to the press release, each series will have a "fleet of Alienware Aurora R8 desktops paired with top-of-the-line AW2518H 240Hz G-sync gaming monitors." There will also be a streaming section where content creators can stream and rebroadcast the event.

At last year's CES, Alienware announced a major partnership with esports org Team Liquid, sponsoring their 10,000+ square foot training facility. In 2019, a second facility in Utrecht, Netherlands will be the headquarters of the team for it's international events and players.

This multi-year deal is another important brand acquisition for Riot Games. For most of its eight-year esports run, League of Legends failed to acquire impressive brand deals. They had the Statefarm Analyst desk and a promotion with Jersey Mike's Subs for in-game loot, but there really wasn't any eye-catching or mind blowing deals.

In time for the 2018 World Championship, Riot announced that MasterCard would be the sole main sponsor of League's international events like the World Championship and MSI. In Seoul, South Korea, during the 2018 World Championship, MasterCard set up an activation inside the city where fans could come eat food, watch streamers and meet players from their favorite teams. The activation was crowded around the clock; fans huddled in the tiny building for hours simply to enjoy the atmosphere.

While League of Legends esports is rebranding, so is the company behind the champions. 2018 was a rough year for Riot Games, with their tentpole MOBA slowly falling behind newer phenomena like Fortnite. In August, Kotaku released a report that exposed rampant sexism and misandry within Riot's company culture. Over the next few months Riot issued apologies, developers were fired and a COO was suspended for two months after a harassment investigation.

"We're excited to be partnering with Dell Alienware as they become the official PC and display of League of Legends Esports," said Naz Aletaha, Head of Esports Partnerships at Riot Games. "Alienware and Dell have unmatched expertise in hardware and technology services, and their support and collaboration will enable us to continue to evolve as a sport as we kickoff the 2019 season, coming off the incredible momentum from 2018 where 99.6 million viewers tuned in to watch the World Championship Finals."

it's new esports rebranding and season 9 of League of Legends, Riot Games is hoping to put the past behind it and focus on growing and maintaining it's community.