Riot Games, the developer behind major esports titles like VALORANT and League of Legends, has announced a significant policy shift regarding gambling sponsors.
Starting in 2025, partnered esports teams will be permitted to sign sponsorship deals with betting companies.
This decision, confirmed by Whalen Rozelle, COO of Esports at Riot Games, was communicated to teams in the Americas and EMEA regions. However, Rozelle clarified that betting brands would not appear on official Riot broadcasts.
Previously, Riot Games maintained a strict no-betting stance, prohibiting its partnered teams from entering into sponsorship agreements with gambling companies.
The new policy, however, reflects “careful planning and study” aimed at providing new revenue streams for esports organisations, while maintaining Riot’s high standards for content and promotion.
Rozelle emphasised that the decision “was not made lightly” and outlined strict guidelines for betting partnerships. For instance, sportsbooks must comply with local regulations and meet Riot’s internal standards to ensure responsible promotion.
Although teams will be able to sign agreements with betting companies, the promotion of these deals will remain restricted. Logos or branding from betting sponsors cannot appear on player kits, Riot’s broadcasts, or its official social channels.
As an example, a League of Legends team could theoretically secure funding from a betting partner but would have to keep the sponsorship off visible team assets during matches or streams.
There have already been mixed reactions to the news, with Adam Adamou, CEO of OverActive Media, sharing that his organisation, Movistar KOI, does not plan to explore betting partnerships.
As esports continues its rapid growth, betting companies are increasingly seeking opportunities to enter the space.
In April, Insider Sport interviewed Britt Doll, Global Marketing Director at Rivalry, to discuss how the company has positioned itself as a leader in bridging the gap between esports and betting.
