Brand Activation

State Farm Extends League of Legends Run

By: Chris Pursell |

State Farm is extending its League of Legends run, announcing a new deal that will carry its sponsorship through 2021 for multiple esports properties including: North America’s League of Legends Championship Series; League’s three global events: League of Legends World Championship, Mid-Season Invitational, and All-Star Event; and the League of Legends College Championship presented by State Farm.

“League of Legends, along with Riot Games, are a leader and innovator in the esports community,” said Pat Culligan, Assistant Vice President, Marketing, State Farm. “We look forward to continuing our sponsorship of League of Legends and our relationship with Riot Games.”

State Farm was one of the first top-tier non-endemic brands to embrace League of Legends esports in North America and the decision to extend will span the run through when the League of Legends World Championships will next be held in North America in 2021.

Activation elements include:

  • The State Farm Analyst Desk for LCS broadcasts as well as all English-language global broadcasts of global events, and the League of Legends College Championship
  • Integrated in-broadcast/in-steam content such as Assist of the Week, I’m Helping segment, and the Level-Up segment
  • Digital “Cheerboard” printers at all LCS home & away events and US-based global events, including the most recent LCS Spring Finals in St. Louis and the 2018 All-Star Event
  • “Cospitality” Tents at LCS regional finals and global events, where fans can share their passion for cosplay

State Farm is also returning as the presenting sponsor of the League of Legends College Championship presented by State Farm, taking place May 23 – 26 at the LCS Battle Arena in Los Angeles.

“We’re proud to announce that State Farm is extending their sponsorship with League of Legends esports and the LCS, reaffirming the value and opportunities that our sport delivers to brands,” said Naz Aletaha, Head of Partnerships, League of Legends Esports. “State Farm has a rich history of sponsoring some of the biggest sports and athletes in the world, and we were thrilled to be their first-ever sponsorship in the esports space at the start of our 2018 season. This sponsorship has been extended earlier than anticipated as we are both eager to expand and build on our many fan-centric activities up through the 2021 League of Legends World Championships taking place in North America.”

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