Our partner Riot Games were relaunching their European League of Legends pro league - with some critical and gamechanging upgrades. The new league had a revamped visual identity, brand new long-term partnered teams from the esports, traditional sports and commercial worlds, and a fresh new name - the League of Legends European Championship (LEC). The communications challenge was to introduce this new league to a European fan and mainstream audience, underlining this huge step forward while also honoring the proud tradition of industry-leading esports that led to this moment
Introduce the LEC’s new identity and upgraded structure to esports fans as well as mainstream sports and business audiences.
Cement the LEC’s position as the preeminent esports league in Europe.
Ensure smooth, coordinated and consistent messaging across all LEC teams and maximize hype for season open.
Acted as central point of contact and coordination for comms teams across 5 countries in Europe as well as all ten LEC partnered teams.
Copywrote key announcement materials, including media press kits, website announcements, Q&As and more.
Worked with pan-European high-tier media to offer interviews, comment and stories in the run up to LEC announcement and opening day.
Coordinated news launch across all Riot channels, team channels and media.
Following pre brief interviews, indepth coverage in top-tier sports, cultural and gaming press across Europe - including an exclusive interview with Riot Games and team spokesperson on CNN.
Overwhelmingly positive feedback and hype across fan communities in all major European regions.