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Riot Games reveals unified global plans with League of Legends esports rebrand

Riot Games has launched a rebrand of League of Legends esports, titled LoL Esports, in a bid to extend its global reach.

League of Legends esports has been given a unifying makeover thanks to Riot Games, in what’s hoped to give the whole scene a stronger global identity. 

The new brand is simply titled LoL Esports, which comes with a new logo and encompasses all twelve pro leagues for League of Legends around the world. 

Need a reminder? The four biggest are the LCS (North America), LEC (Europe), LCK (South Korea), LPL(China), while there’s also leagues in Japan, Russia, Vietnam, Latin America, Oceania, Brazil, Turkey, and in the Pacific Championship Series. 

This new unified global brand, emulating FIFA and NBA in the relation to football and basketball, will launch with three new video series set to start this week on lolesports.com

You can find info on the shows below. 

  • Weekly‌ ‌Rundown‌‌ ‌-‌ a‌ ‌weekly‌ ‌summary‌ ‌of‌ ‌competitive‌ ‌highlights‌ ‌and‌ ‌new‌ ‌developments‌ ‌from‌ ‌teams‌ ‌and‌ ‌players.‌ ‌(Airing‌ ‌July‌ ‌21st‌,‌ ‌then‌ ‌weekly‌)‌ ‌
  • The‌ ‌Penta‌‌ ‌-‌ ‌ feature‌s ‌five‌ ‌of‌ ‌the‌ ‌best‌ ‌plays‌ ‌from‌ ‌around‌ ‌the‌ ‌world‌ ‌from‌ ‌each‌ ‌week‌ ‌of‌ ‌competition.‌ ‌(Airing‌ ‌July‌ ‌22nd,‌ ‌then‌ ‌weekly)‌ ‌
  • Champ‌ ‌Select‌‌ ‌-‌ ‌biweekly‌ ‌show, ‌featuring‌ ‌a‌ ‌variety‌ ‌of‌ ‌guests‌ ‌who‌ ‌will‌ ‌advocate‌ ‌for‌ ‌standout‌ ‌playe‌rs‌ ‌from‌ ‌their‌ ‌regional‌ ‌league.‌ ‌(Airing‌ ‌July‌ ‌23rd,‌ ‌then‌ ‌bi-weekly)

It’s hoped these shows will grow fandoms for leagues across the world, increasing their visibility for those perhaps locked into the biggest tournaments like the LEC and LCS. 

John Needham, global head of esports at Riot Games, said: “We aspire to bring joy to billions of LoL Esports fans around the world. 

LoL Esports rebrand
Competitive League of Legends has been given a makeover (Picture: Riot)

“It starts with building a thriving global esports ecosystem supported by electrifying competition, sustainable growth, cutting-edge technology, bold entertainment, and a focus on integrity for our teams and the sport. 

“From thrilling regional league competitions that captivate millions of fans across the globe to the iconic trophy lift at Worlds, it all now lives within LoL Esports."

League of Legends is the biggest esport in the world, with over 100 million people tuning in for last year's World Championship.

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