BELGIUM – On January 21, 2020, Riot Games announced that the first ever official League of Legends League in Belgium has been launched, with Burger King as the main sponsor.
The Belgian League, as it has come to be referred to, will feature six teams going head-to-head in two splits. Teams that will come up on top will emerge as the qualifiers to compete in the European Masters Play-Ins.
These six teams are comprised of Sector One, Brussels Guardians, KV Mechelen, RSCA Esports, Aethra Esports, and Timeout Esports. To better secure the success of the Belgian League, Riot Games had partnered with 4Entertainment as well as Burger King.
As of yet, the financial details of Burger King’s deal with Riot are undisclosed. However, Burger King has involved itself in the world of eSports in the year prior.
In 2019, Belgium collaborated with the eSports group FAZE Clan in order to promote their Impossible Whopper.
Burger King’s sponsorship announcement comes after the first two sponsors for the Belgian League were revealed. These were Audi and OMEN, the latter being the official manufacturer for HP’s computers.
The Belgian League saw the six teams commence their competition on January 20. The games are off to a fiery start, with each team closely matched in skill leading to tense, pulse-pounding battles to secure a place in the European Masters Play-Ins.
Riot and 4Entertainment are both working tirelessly to ensure that the inaugural league goes smoothly.
According to a press release, Riot aims to give gaming talent in the country opportunities to hone their skills in high-stakes, adrenaline-filled matches. This, Riot says, will elevate the Belgian eSports circuit in terms of prestige and skill ceiling.
Many real life sports teams in Belgium see the surge of eSports in the country as a way to promote their brand. Of the six teams involved in the first Belgian League, KV Mechelen and RSC Anderlecht are eSport branches of real-life football teams.
Vic Dresen, marketing manager for Burger King addressed the growing popularity of eSports while explaining their foray into its market. The biggest motivator for their venture, he said, was the large overlap they observed between gamers and Burger King fans.
Dresen went on to say that League of Legends players get “rather heated” while playing the game. He likened this passion to that which is reflected between the Burger King brand and devoted fans of the restaurant.