by Alleef Ashaari in

Leading video games developer and publisher, Riot Games  Southeast Asia, has appointed global sports marketing agency SPORTFIVE as their exclusive commercial representative for the localised feeds of its international esports events across the region.  

As part of the appointment, Riot Games Southeast Asia and SPORTFIVE will explore sponsorship opportunities for the localised entitlements of Riot’s most well-loved properties including League Of Legends, League Of Legends Wild Rift and VALORANT within Southeast Asia.

Partners will be able to utilize selected assets from the games’ IP to create unique marketing campaigns and social media activations, coupled with branding exposure on the various localised broadcast channels.  

The top tier international events that will be broadcast with localised feeds include the seasonal  League of Legends Pacific Championship Series, where teams from Southeast Asia, Taiwan,  Hong Kong and Macau compete to qualify for spots at League of Legends Worlds. The partnership with SPORTFIVE will provide year-round opportunities for brands to engage with fans through various international esports events across League of Legends, VALORANT, and League of Legends: Wild Rift, all of which will feature localised broadcast feeds for Southeast Asia.  

This partnership enables Riot Games to tap into SPORTFIVE’s expertise around the esports ecosystem and its extensive network both globally and locally within the Southeast Asia region.  It extends SPORTFIVE’s longstanding association with Riot Games in Europe and further cements the collaborative efforts between the two parties.  

Justin Hulog, General Manager, Southeast Asia, Riot Games said:

“We are delighted to partner with SPORTFIVE for exclusive esports commercial representation across Southeast Asia.

SPORTFIVE’s network and expertise in the esports space, regionally as well as globally, sets the stage for a great partnership as Riot aims to bring global content to hyperlocal platforms and activations.

Together, we are excited to develop and uncover partnership opportunities that grow long-term value for our brand. Southeast Asia is a burgeoning market for Riot, and with massive  viewership numbers from our fans in the region, connecting with like-minded partners helps to  grow the popularity of our games and player base further.” 

Malcolm Thorpe, Managing Director, Southeast Asia said:

“Riot Games is an important client for SPORTFIVE in Europe so we are delighted to extend our partnership to Southeast Asia.

The Riot Games properties have a huge presence, especially in certain markets, and we are excited  to support Riot Games in growing awareness and value across the whole region.” 

Anthea Chee, Senior Vice-President, Corporate  Partnerships – Southeast Asia said:

“We are thrilled to embark on this collaboration with Riot Games to find innovative solutions and brand partnership opportunities on their behalf.

With more non-endemic brands finding value within the esports sphere, the possibilities to be creative is endless and we cannot wait to introduce that journey to brands.”

SPORTFIVE recently facilitated the multi-year partnership between chocolate company, KitKat and Riot Games-operated League of Legends tournaments LEC Spring and Summer Split in  Europe.

Aspiring writer. Born in Amsterdam, raised in Malaysia. Comics are my passion. A gamer and science fiction enthusiast. PSN: AlleefAshaari
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