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American video game developer Riot Games has announced that Alienware will return as a sponsor for the League of Legends European Championship (LEC) in the 2020 season. The gaming hardware company will continue its multi-year deal as a presenting partner of the Match of the Week, which highlights the highest level of competition in the LEC every week.

Alienware extends sponsorship

“Throughout 2019, Alienware’s commitment to innovation and performance was a perfect match with the LEC’s debut season,” said Alban Dechelotte, Head of Sponsorships & New Business EU Esports at Riot Games, in a release. “In 2020, we are delighted to expand our collaboration with the Alienware ‘Match of the Week’ segment, a testament to our partners’ willingness to continue ideating and innovating in how they support our League.”

The partnership will see Alienware equipping the LEC with the latest monitors and PCs. The newly released Alienware Aurora R9 desktop will become the official competition hardware during the 2020 season. The AW2521HF 240Hz IPS gaming monitors will also be used in professional play.

Brand activations, hardware usage

“As a league, the LEC has had a fantastic year of strong viewership growth and competitive success internationally,” added Bryan de Zayas, Director of Global Marketing for Alienware. “The rebranded broadcast and talented on-camera team create a show that is entertaining for viewers of all levels of play to enjoy.”

Live brand activations will be hosted at LEC events, along with ad placements on broadcasts and streams. In addition, Alienware will bring fans on stage to participate in 1v1s at the LEC Finals in Rotterdam and Athens. With competition involving powerhouse teams like G2 Esports and Fnatic in 2019, the LEC is a prime contender in the League of Legends scene.

This partnership will bring the latest in gaming technology to the competition stage and follows recent news that Kia Motors had also extended its sponsorship of the LEC.