Riot Games has unveiled its plans to open up betting sponsorship opportunities across the top tiers of VALORANT and League of Legends esports in North America and EMEA.
The developer and publisher noted that allowing betting sponsorship is part of ‘investing in a sustainable ecosystem’.
According to figures from sports technology company Sportradar, the global betting turnover across League of Legends and VALORANT esports reached $10.7bn (~£7.7bn) in 2024. Riot Games also reveals that 70% of bets placed across all sports are placed in unregulated markets with unlicensed bookmakers.
To ensure League of Legends and VALORANT esports attract the right sponsors, Riot Games will vet and approve any prospective sports betting partners looking to join forces with a team.
“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,” said John Needham, President of Publishing and Esports at Riot Games.
“We’ve said before that Riot is all in for the long term on our esports, and that means stepping into arenas like sports betting with an objective to both guide and protect our brands from bad actors by establishing what good looks like, while also providing an avenue for teams to benefit financially.”
The news of Riot Games expanding into sports betting sponsorships first surfaced in December 2024 when League of Legends and VCT teams were informed of the decision.
How Will League of Legends and VCT Betting Sponsorships Work?
According to Riot Games, in order for teams to secure a sponsorship from a sports betting company, interested parties must use official data provided by GRID Esports. Moreover, teams must establish an internal integrity programme to ensure competitive integrity and the safeguarding of its fans.
In addition to Tier One League of Legends and VCT teams obtaining new sponsors, Riot Games will reinvest a portion of the revenue generated from the sports betting programme into the Tier Two scene.
The developer noted that as a result, prize pools will increase along with expanded training and education initiatives for tournament organisers and aspiring professional players.
Notably, Riot-owned broadcast channels will not show any sports betting advertisements. Teams also won’t be allowed to wear the logos of any betting partners on their jerseys.
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