Riot Games Opens Betting Sponsorships for LoL and VALORANT Teams
Riot Games, the powerhouse behind League of Legends (LoL) and VALORANT, now allows Tier 1 esports teams in the Americas and EMEA to pursue betting sponsorships for the first time.
Tapping into the Betting Market
The decision to open betting sponsorships responds to years of requests from Tier 1 LoL Esports and VALORANT Champions Tour (VCT) teams seeking new revenue streams to ensure financial stability.
“Teams have been asking us to reconsider our stance,” Riot stated, noting that 70% of sports bets globally occur in unregulated markets, posing risks to fans and players.
By engaging with licensed betting operators, Riot seeks to channel the $10.7 billion in LoL and VCT betting turnover into a regulated framework, offering teams a lifeline in an industry where only 20% of esports organizations were profitable in 2024, according to Esports Insider.
The move builds on Riot’s 2023 partnership model, which prioritized predictable revenue for teams amid a volatile esports economy.
Guardrails to Protect Integrity
Riot’s approach hinges on a meticulously designed sports betting partnership program, prioritizing competitive integrity and fan protection.
All betting sponsors must pass Riot’s vetting process, ensuring only reputable, licensed operators partner with teams. The company’s existing partnership with GRID, established in 2023, mandates that betting partners use GRID’s official esports data to power their platforms, reducing reliance on black-market sources that fuel 70% of betting activity.
“Using clean, official data is critical to weakening shady operators,” Riot noted, aiming to curb match-fixing risks seen in cases like the 2023 CS:GO betting scandals.
Teams pursuing betting sponsorships must implement Internal Integrity Programs, including policies, monitoring, and education to safeguard players, especially younger audiences, and uphold responsible betting practices.
“Integrity isn’t something Riot can uphold alone,” the press release stressed, requiring teams to align with local regulations and platform terms of service.
Riot also bans betting-related ads, sponsored segments, or logos on team jerseys during its LoL Esports and VCT broadcasts, preserving the viewing experience for fans.
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