Lagardère Sports is expanding its foray in esports, by exclusively partnering with League of Legends Team, Team ROCCAT, less than 30 days after announcing Gerolsteiner’s sponsorship of Unicorns of Love. This is Lagardère’s second team partnership, after signing the German team Unicorns of Love in late January. The deal includes negotiating and supervising partnership, sponsorship, and marketing deals.
According to news report in esportsobserver, Team ROCCAT is a European esports organization formed by German peripherals company, ROCCAT Studios. ROCCAT Studios produces gaming hardware, combining German attention for detail with a passion for gaming.
Lagardère Sports is part of the global sports marketing agency Lagardère Sports and Entertainment and has recently begun offering their expertise and experience in marketing rights and sponsorship activations to esports teams and brands.
The partnership between Team ROCCAT and Lagardère Sports is another step towards the professionalization of esports management. René Korte, founder and CEO of ROCCAT explains, “To utilize the full potential inherent in the esports market we are now cooperating with Lagardère Sports, as this allows us to spur not just our own growth, but the growth of the entire market.” Robert Müller von Vultejus, managing director at Lagardère Sports adds, “ROCCAT is an iconic team. The team’s close connection to both their fans and the company opens up a wealth of new options for sponsorship activations.”