Riot Games has announced that it is opening up opportunities for betting sponsorships for top-tier League of Legends and Valorant teams in the Americas and EMEA regions. The program is launching with rigorous control measures designed to preserve competitive integrity and safeguard the viewer experience. A portion of the revenue generated from these partnerships will be allocated to support the tier-2 esports scene. This expanded initiative was detailed in a statement published by John Needham, Head of League of Legends Esports.
In his statement, Needham explained Riot`s long-standing belief in building a sustainable esports ecosystem for the future. As part of implementing concrete steps towards this vision, including new partnership models and more stable revenue streams for teams, sponsor categories have been reviewed. Betting was a category frequently requested by teams.
Why Betting, Why Now?
Acknowledging that the topic of betting can be controversial and viewed as a “red flag” by some, Needham stressed that esports betting already exists and will continue to do so regardless of Riot`s direct involvement. While Riot previously restricted betting sponsors and avoided working with such brands, increased requests from teams prompted a reevaluation. After extensive analysis, the company concluded it was time to allow this as a legitimate additional revenue source for teams.
Betting on sports, particularly esports, is a growing segment with increasing fan participation. According to Sportradar data cited by Needham, the global betting turnover for LoL Esports and VCT alone reached $10.7 billion in 2024, with a significant 70% of bets placed through illegal, unregulated markets. Riot believes it is better to properly engage with this segment rather than ignore it and risk issues ranging from threats to fair play to potential harm to fans.
Our Approach: Safety First
As the publisher of two of the world`s largest esports titles, Riot feels a strong responsibility towards teams, players, and viewers. Opening access to this sponsor category comes with a clear, structured system designed to:
- Fulfill the teams` request for access to betting sponsors and help ensure their financial stability.
- Support the development of rules, monitoring systems, and educational initiatives to protect competitive integrity.
- Strengthen measures to ensure fair play through enhanced betting monitoring and violation prevention.
For this to work effectively, teams will be provided with tools and guidelines for safe and transparent operation with betting partners.
What We`re Doing Specifically
1. Strict Bookmaker Selection: Any potential betting partner must undergo verification and approval by Riot. Stringent standards will be applied to vet each brand and exclude questionable operators.
2. Using Official Data via GRID: Esports is a digital environment where reliable data is crucial for protection against manipulation. Riot`s global partnership with GRID establishes a single, verified data source for teams, sponsors, and bookmakers. All bookmakers collaborating with teams must exclusively use official GRID data.
3. Mandatory Team Integrity Programs: Every team partnering with a bookmaker must implement an internal integrity program meeting Riot`s standards, which includes:
- Protecting fair play.
- Protecting players and underage audiences.
- Promoting a responsible approach to betting.
This is presented as a shared responsibility among all participants in the scene.
4. Supporting the Tier-2 Scene: Although betting sponsorships are currently limited to tier-1 teams in LoL and Valorant, a portion of Riot`s revenue from this program will be directed towards developing the tier-2 scene. This support will fund:
- Increased prize pools and the launch of new tournaments.
- Strengthening integrity systems.
- Expanding educational programs for tournament organizers and young players.
Maintaining Clean Broadcasts
Crucially, the fan experience is a priority. Therefore, there will be no betting advertising on official Riot broadcasts or official social media channels. This means no bookmaker logos on team jerseys during official matches, and no promotional segments or special projects related to betting within Riot`s content. Teams are permitted to independently integrate betting-related content on their own channels, strictly adhering to program rules, platform guidelines, and local laws.
Looking Ahead
Riot is confident that it is better to set the rules in this segment themselves rather than allowing others to do so. The company remains fully invested in the growth of esports. Engaging in the betting category means doing so with clear standards to protect the ecosystem from malicious actors, provide teams with a new revenue source, and preserve the unique fan experience that is the foundation of their efforts. Riot is prepared to adjust course if necessary, but their goal is to make the right decisions for players, teams, and viewers, ensuring Riot`s esports remains world-class and continues to thrive for years to come.
In summary, Riot Games had previously abstained from the betting market due to concerns about competitive integrity and potential risks to younger audiences. However, the company has now decided to establish a framework with conditions designed to be as unobtrusive and appropriate as possible from the perspective of viewers and players. Key restrictions include prohibiting advertising on official broadcasts and forbidding bookmaker logos on player uniforms. While rumors of this change circulated in 2024, the new policy has officially taken effect as of the publication of this article.
Finley Holt