Shell Partners With 'League of Legends' For LEC and DACH Premier Tour

Riot Games has just announced a new partnership with the Shell Oil company centered around their League of Legends European tournament scene. The newly formed League European Championship, or LEC, will have Shell as a main sponsor. "Shell approached us with a real commitment to the player's experience," Head of EU Sponsorships Alban Dechelotte told Newsweek. "It provides the opportunity to root League of Legends in the daily life of our players beyond the gaming experience."

This is a Europe-only sponsorship, but Shell will be represented across different aspects of the region's esports. For example, when the Baron is killed on the Rift (with the Baron V-Power Play) a Shell logo will display on stream. Also, viewers who use the LEC German language Twitch channel will be able to earn 7-day XP-Boosts whenever the Baron is taken down.

Shell will also be the main sponsor of the DACH Premier tour, an amatuer open tournament for players in Germany, Austria, and Switzerland. Anyone who attends will earn a unique skin.

German League players earn additional exclusive items and rewards using a Shell Clubsmart loyalty card. If you're attending a game at the LEC studio or the DACH Premier Tour and show your loyalty card, you'll get a 7-day XP Boost. If you're a diehard League player who happens to use a lot of gas, you'll also be to able to get an exclusive Shell V-Power play card that unlocks Hextech Chests & Keys, Champions and Skins, RP points and more when used at participating gas stations.

There will also be monthly rewards. Dechelotte said that players will be able to win experiences like "playing a game with our casters in the Riot Games PC Bang, getting a behind the scenes tour of the LEC studios and playing on stage during live road shows."

This is Shell's first step into the world of esports and they are in good company. League of Legends esports has been pulling in massive sponsorships over the past few months. The League of Legends Season 8 World Championship in Seoul was the first of many events sponsored by MasterCard, with unique activations set up across Korea. Most recently, Riot Games shared that Alienware would be the main computer for League esports events around the world. They might seem like odd pairings, but Riot Games wants to be able to catch fans off guard. "[These] brands allow us to surprise players," Dechelotte said.

If all goes according to plan, who knows what brand integrations we could see. Oil-Drenched Swain or maybe Pipeline Buster Nautilus, the opportunities are endless.