Major cryptocurrency exchange FTX has been named the official sponsor to the League of Legends Championship Series (LCS).
As the official cryptocurrency exchange for the competition, FTX’s branding will be visible in the LCS for the next seven years, one of the longest partnerships negotiated between a sponsor and an esports structure.
FTX signage will appear during LCS broadcasts right next to the gold metric displayed during live streams which track players’ progress.
FTX will also be in charge of presenting various gold graphs, once again using its own signage to promote its branding.
The cryptocurrency exchange is also sponsoring the LCS Most Improved Player Award, which will be awarded based on the judgment of team representatives, media and Riot Games’ staff.
Riot Games commented: “At the forefront of every LCS partnership, we consider the sentiment and interests of our fans. This data strongly informs our decision-making process, helping us home in on partners who are relevant to our audience and can elevate the LCS for years to come.”
The company noted that League of Legends fans have a direct interest in the crypto category and FTX has stood out as a worthwhile partner. Previously, FTX signed a $220m branding partnership with Team SoloMid, which has since rebranded as TSM FTX.
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