Burger King joins forces with Riot Games and League of Legends

Riot Games has launched the first official Belgian League for League of Legends. For at least the first season, Burger King will fund the League. Sector One, KV Mechelen, Brussels Guardians, RSCA Esports, Timeout Esports, and Aethra Esports will be the six teams competing. Riot Games also joined forces with 4Entertainment to create the first Belgian League.

It is only normal that Burger King will help this first-ever Belgian League as the king of burgers, though the financial specifics of the deal are yet to be revealed. We saw a similar collaboration last year with the organization FAZE Clan when promoting the Impossible Whopper. The first two Belgian League sponsors were also announced just last week, Audi and HP’s computer hardware manufacturer, OMEN.

The six teams compete in two divisions, with only the best teams participating in European Masters Play-Ins. The official start of the Belgian League on Jan. 20 is when the six teams will compete on the online battlefield.

The national league seeks to provide local talent with ample opportunities to develop their skills and thereby increase the Belgian sports circuit to a higher level. Riot Games aims to provide players in the Benelux area with more resources. Some well-known names were among participants, with KV Mechelen and RSC Anderlecht putting a team on board to take part in the brand new competition.

Vic Dresen, Burger King Marketing Manager, is confident Burger King is the perfect match for the Belgian League. League of Legends has established a strong community in just a few years both in terms of target groups and the underlying DNA brand.

[su_quote cite=”Vic Dresen, Marketing Manager of BURGER KING®”]Esports have been booming for several years now – their popularity continues to rise, especially among the younger generations. We see a big overlap between the gaming community and the fans of BURGER KING®. Teammates flame each other when they are playing a bad game. In true LoL terminology, this means that teammates will not hold back to insult each other quite fiercely. We like to leave the “flaming” to the gamers, but we at BURGER KING® are experts in flame grilling! We are looking forward to a lot of exciting gameplays from our Belgian teams.[/su_quote]

You can watch the live tournament on Twitch in the Dutch and in French.