State Farm Renews With Riot Games; Deal Includes Global Events
Riot Games has signed insurance sponsor State Farm to a three-year extension that includes global events for the first time. State Farm will stay with the League Championship Series (LCS) through '21, after it became the newly reconstituted North American pro circuit’s first sponsor in '18. The insurer also will sponsor the global World Championships, Mid-Season Invitational and All-Star events. In addition, State Farm returns as presenting sponsor of the League of Legends College Championship kicking off Thursday in L.A. In all cases, the linchpin of the deal is entitlement of the State Farm Analyst Desk during LCS broadcasts and on the English-language feed of global events, along with three in-stream content segments: “Assist Of The Week,” “I’m Helping” and “Level-Up.” State Farm will activate on-site as well. The '21 World Championships will be in the U.S. for the first time since '16. ReKT Global, State Farm’s esports agency of record, advised on the deal.