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League of Legends Worlds 2022 Finals crowd  DRX vs T1 at the Chase Center.

This move was made to "create revenue opportunities" for participating teams (Image: Riot Games).

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2 weeks ago

Riot opens betting sponsorships for League of Legends and VALORANT teams in the Americas and EMEA

Betting-related content will remain off official broadcasts and team jerseys, with all sponsors subject to Riot's strict vetting and data requirements.

Riot Games, the developer of League of Legends and VALORANT, has officially updated its sponsorship policy to allow licensed sports betting partnerships for Tier 1 League of Legends (LoL Esports) and VALORANT Champions Tour (VCT) teams in the Americas and EMEA regions. The announcement was made by John Needham, President of Publishing & Esports at Riot Games, on 26 June, 2025 via the company’s official website and X (formerly Twitter).

This move marks a major shift in Riot’s long-standing restrictions on betting-related sponsorships, and is framed as a step toward creating a more sustainable financial future for esports organisations.

“One area that’s been on our radar and that teams have been asking us to consider for years is sports betting as a sponsor category,” said Needham. “After years of analysis to ensure we got it right, we agreed it was time to open up this category to create more revenue opportunities for teams.”

Why is Riot embracing esports betting sponsorships?

In the announcement, Riot cited industry data showing that global betting turnover on LoL Esports and VCT matches reached US$10.7 billion  in 2024. 

The company noted that 70% of all bets are currently placed in unregulated markets, raising integrity concerns and prompting a shift in approach.

“The reality is that betting activity already exists around our sports and will continue whether we engage with it or not,” Needham explained. “We believe it’s better to engage in allowing betting sponsorships thoughtfully, carefully, and with the right protections than to sit on the sidelines while risks to fans and integrity go unchecked,” he added.

Riot adds safeguards for betting sponsors to preserve integrity and fan experience

To ensure the integrity of the esports ecosystem, Riot Games has introduced a series of strict guardrails around its new betting sponsorship programme. All betting sponsors must undergo a vetting and approval process directly overseen by Riot, ensuring that only licensed and reputable operators are permitted. 

In addition, any partnership must rely on official data provided by GRID, Riot’s established esports data partner. This requirement is intended to reduce the influence of black-market betting and ensure accurate, verifiable information across all platforms.

Partnered teams will also be required to implement internal integrity programmes that align with Riot’s standards. These programmes must address key areas such as responsible betting practices, the protection of young audiences, and the maintenance of competitive fairness.

Riot has made it crucially clear that the viewing experience for fans will remain unaffected. There will be no betting advertisements, partner logos, or sponsored segments on Riot-owned broadcasts or official social media channels. Team jerseys will also remain free of betting branding. Instead, any activation of betting-related content will be restricted to team-operated platforms and must comply with Riot’s guidelines, content platform terms of service, and relevant local regulations. This approach ensures that while teams gain new revenue opportunities, the core fan experience remains uninterrupted and focused on the competition itself.

Investment in Tier 2 and long-term sustainability

While the betting category is only being opened to Tier 1 teams in the Americas and EMEA, Riot says it will reinvest part of its revenue from the initiative into the Tier 2 ecosystem. This includes support for prize pools, new tournament opportunities, and expanded integrity and training initiatives for tournament organisers and up-and-coming talent.

The company has positioned the move as a proactive step in shaping the future of esports sponsorship responsibly, rather than leaving the space unchecked. Needham emphasised that Riot remains committed to making adjustments if needed, with the core focus on protecting players, teams, and fans while supporting long-term growth.

“We believe that showing up in this space ‘responsibly’ is better than letting others define it for us,” he stated.

The change applies immediately to eligible teams in both League of Legends Esports (LoL Esports) and the VALORANT Champions Tour (VCT).