Riot Games to Allow Betting Sponsors for Esports Teams in 2025

In a significant shift from its previous stance, Riot Games has announced that it will permit its partnered esports teams to secure betting sponsorships starting in 2025. This decision, revealed by Whalen Rozelle, COO of Esports at Riot Games, marks a new era in the company’s approach to esports sponsorships.

The New Policy

Riot Games has informed its partnered League of Legends and VALORANT teams in the Americas and EMEA regions about this change. From 2025 onwards, teams participating in the League of Legends European Championship (LEC), League of Legends Championship Series (LCS), VALORANT Champions Tour (VCT) Americas, and VCT EMEA will be allowed to partner with betting companies.

However, there are strict guidelines in place. Betting brands will not be featured on official Riot broadcasts, social media, or team jerseys. This ensures that while teams can benefit from new revenue streams, the core viewing experience remains free from betting promotions.

Vetting and Regulatory Compliance

Riot Games will meticulously vet all potential betting partners to ensure they meet local regulatory and licensing requirements, as well as the company’s own standards for content and promotion. This rigorous process is designed to protect the integrity of the competitions and maintain a safe environment for fans.

Team Reactions and Future Evaluations

While many teams are still considering their stance on betting sponsorships, some have already made their decisions. Adam Adamou, CEO of OverActive Media, has stated that Movistar KOI will not pursue betting partnerships. Riot Games will continue to monitor the impact of these new partnerships and may refine its approach based on the outcomes.

Enhancing Revenue Opportunities

The decision to allow betting sponsorships is part of Riot Games’ broader strategy to unlock new revenue opportunities for its teams. This move is expected to help teams financially, enabling them to invest more in player development, team infrastructure, and competitive performance.

Maintaining a Betting-Free Broadcast Environment

Despite the new policy, Riot Games’ channels will remain betting-free. This means that fans will not see betting brands advertised during broadcasts, on social media, or on team jerseys. This approach ensures that the focus remains on the game and the players, rather than on betting promotions.

Impact on the Esports Ecosystem

This change reflects a growing trend in esports where teams are seeking diverse revenue streams to sustain and grow their operations. By allowing betting sponsorships, Riot Games is acknowledging the financial realities of competitive esports and providing teams with more options to secure funding.

Future of Esports Sponsorships

As the esports landscape continues to evolve, it is likely that other organizations will follow suit. The success of this new policy will be closely watched, and it could set a precedent for how other esports leagues and tournaments approach sponsorships.

Conclusion

Riot Games’ decision to permit betting sponsorships is a significant step forward for its esports ecosystem. By balancing the need for new revenue streams with the need to protect the integrity of the game, Riot Games is paving the way for a more sustainable and competitive future in esports. As the 2025 season approaches, fans and teams alike will be keen to see how this new policy unfolds.