LCS strikes multi-year partnership with AT&T

After signing a partnership with Pagoda Snacks, LCS is keeping its streak of partnership deals with the support of AT&T.

AT&T will be the official Connectivity Partner for the LCS

As part of the new partnership, AT&T will be powering multiple areas of the LCS event and broadcast experience, showcasing their support through broadcast integration, ad spots, and on-site event activations.

A new match-day broadcast segment “LCS Connected presented by AT&T” will be added to showcase what happens behind the scenes during game action with audio of real-time shot calls and tactical discussions. The AT&T logo will also be featured with in-game placement via rift banners and on player, referee, and shoutcaster headsets.

The brand will also have an impact on the in-person fan experience as the new presenting partner of “LCS Fan Fest,” the pre-party that will be held during the LCS Finals and LCS Championship.

AT&T is the third brand the league has added to its portfolio of partners this year, following automotive brand KIA and PAGODA® Snacks. Earlier this week, the League of Legends EMEA Championship (LEC) announced Uber Eats as its new partner, after renewing with KitKat, Kia, and LG UltraGear.

“AT&T has been a long-time supporter of gaming and esports, so we’re excited to forge this partnership with a brand that has a passion for our league, players, and fans,” said Mark Zimmerman, LCS Commissioner. “The LCS is embarking on an exciting new chapter where we’re deeply focused on creating new, innovative experiences for our teams and viewers, and AT&T has been a leader in creating cutting-edge technologies that are essential to our sport.”

The LCS is currently underway with the Spring regular split. Playoffs will take place in March, with the winner and runner-up representing the region at MSI 2024 in Chengdu, China.