Leading The Charge! Euronics Group Joins LEC As Official Electronics Retail Partner

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We are delighted to announce that the LEC is partnering with Euronics Group for an initial three years! Europe’s largest consumer electronics retail group has committed to supporting the LEC as the league’s Official Electronics Retail Partner and Supplier.

This exciting collaboration will begin at the appropriately electric, LEC Summer Finals 2025 in Madrid, as Euronics’ expertise and scale will help us deliver even more world-class esports experiences across the region. For the occasion, come and unleash your inner Yordle at Euronics booth at the LEC XPO on Plaza de España: pump up Ziggs’ bombs, race to trigger the explosion first, and pick up your prize. Don’t forget to personalise your XPO passport at Euronics’ polaroid photo station!

Euronics Group is a network of national electronics retailers across the EMEA region with over 7000 stores across more than 36 countries in the region. They sport an impressive roster of around 25 regional entities, including Boulanger in France, Sharaf DG in the UAE, Teknosa in Türkiye and Euronics in Germany and Italy.

Euronics Group presence across EMEA. 

On top of their local know-how and customer-first service mindset delivered through localised retailers both in stores and online, Euronics Group will reach out to LEC fans through a gamified hub filled with LEC content and chances to win exclusive products. This will be launching soon, so keep your eyes peeled!

With a strong track record in sponsoring traditional sports, moving back into esports with the LEC is a natural evolution of that journey for Euronics Group. Their support for UEFA Women’s Football through grassroots programs and fan activations reflects their longstanding commitment to empowering communities through competition.

Euronics Group’s activations and community-anchored retailers mirror the  “coming-together” spirit which drives the LEC. It’s a natural fit, as we will work closely together to bring fan-first activations to EMEA and we can’t wait for our new partner’s passion for inclusive, accessible experiences to extend into our digital arena.

Euronics Group’s emphasis on serving consumer needs on both a local and large-scale basis also elegantly aligns with Riot’s dedication to players first. We’re looking forward to working together on finding ways we can further enhance the LEC fan experience.

“As Euronics International, we are delighted to embark on this exciting partnership with the League of Legends EMEA Championships. This collaboration reflects our commitment to innovation and connecting with new generations of passionate gamers and fans across Europe and beyond”, says Euronics International CEO John Olsen.

We believe that joining forces with such an iconic esports event will not only strengthen our engagement with the gaming community, but also inspire and empower our customers to pursue their love for gaming. Together, we aim to create memorable experiences and elevate gameplay by bringing the latest advancements in gaming technology to fans everywhere.”

Charlie Allen, Director of Commercial Partnerships & Business Development at Riot Games EMEA adds: “Euronics’ journey across both esports and traditional sports highlights their commitment to connecting with new generations of fans. Their commitment to local communities, placing customers at the heart of everything, mirrors our own priorities of serving players and building for the long term. Together, we want to create and bring activations that don’t just light up our Summer Finals weekends, but also bring lasting impact to communities across the region for the season.”

Once again, we are beyond excited for what these three years with Euronics Group will hold. We’re delighted we can help evolve their inclusive sports sponsorship and grassroots activations to the ever-growing, digital world of esports. And equally, we’re keen to utilise their specialised, local expertise through their various independent stores to better serve every LEC fan directly in ways unique and personalised to each market.

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