Riot Games Southeast Asia and Global Sports Marketing Agency Sportfive Partner for Exclusive Esports Commercial Representation in the Region

SPORTFIVE will serve as Riot’s exclusive commercial representative for localized entitlements of its international and regional esports events across Southeast Asia


Leading video games developer and publisher, Riot Games Southeast Asia, has appointed global sports marketing agency SPORTFIVE as their exclusive commercial representative for the localised feeds of its international esports events across the region.

As part of the appointment, Riot Games Southeast Asia and SPORTFIVE will explore sponsorship opportunities for the localised entitlements of Riot’s most well-loved properties including League of Legends, League of Legends: Wild Rift and VALORANT within Southeast Asia. Partners will be able to utilize selected assets from the games’ IP to create unique marketing campaigns and social media activations, coupled with branding exposure on the various localised broadcast channels.

The top tier international events that will be broadcast with localised feeds include the seasonal League of Legends Pacific Championship Series, where teams from Southeast Asia, Taiwan, Hong Kong and Macau compete to qualify for spots at League of Legends Worlds. The partnership with SPORTFIVE will provide year-round opportunities for brands to engage with fans through various international esports events across League of Legends, VALORANT, and League of Legends: Wild Rift, all of which will feature localised broadcast feeds for Southeast Asia.

This partnership enables Riot Games to tap into SPORTFIVE’s expertise around the esports ecosystem and its extensive network both globally and locally within the Southeast Asia region. It extends SPORTFIVE’s longstanding association with Riot Games in Europe and further cements the collaborative efforts between the two parties.

Justin Hulog, General Manager, Southeast Asia, Riot Games said, “We are delighted to partner with SPORTFIVE for exclusive esports commercial representation across Southeast Asia. SPORTFIVE’s network and expertise in the esports space, regionally as well as globally, sets the stage for a great partnership as Riot aims to bring global content to hyperlocal platforms and activations. Together, we are excited to develop and uncover partnership opportunities that grow long-term value for our brand. Southeast Asia is a burgeoning market for Riot, and with massive viewership numbers from our fans in the region, connecting with like-minded partners helps to grow the popularity of our games and player base further.”

Malcolm Thorpe, Managing Director, Southeast Asia said, “Riot Games is an important client for SPORTFIVE in Europe so we are delighted to extend our partnership to Southeast Asia. The Riot Games properties have a huge presence, especially in certain markets, and we are excited to support Riot Games in growing awareness and value across the whole region.”

“We are thrilled to embark on this collaboration with Riot Games to find innovative solutions and brand partnership opportunities on their behalf. With more non-endemic brands finding value within the esports sphere, the possibilities to be creative is endless and we cannot wait to introduce that journey to brands,” adds Anthea Chee, Senior Vice-President, Corporate Partnerships – Southeast Asia.

SPORTFIVE recently facilitated the multi-year partnership between chocolate company, KitKat and Riot Games-operated League of Legends tournaments LEC Spring and Summer Split in Europe.

About Riot Games

Riot Games was founded in 2006 to develop, publish, and support the most player-focused games in the world. In 2009, Riot released its debut title, League of Legends, to worldwide acclaim. League has gone on to be the most-played PC game in the world and a key driver of the explosive growth of esports.

As League enters its second decade, Riot continues to evolve the game while delivering new experiences to players with Teamfight Tactics, Legends of Runeterra, VALORANT, League of Legends: Wild Rift, and multiple work-in-progress titles. Riot is also building the world of Runeterra through multimedia projects across music, comic books, board games, and the upcoming animated series Arcane.

Founded by Brandon Beck and Marc Merrill, and led by CEO Nicolo Laurent, Riot is headquartered in Los Angeles, California, and has 2,500+ Rioters in 20+ offices worldwide.


SPORTFIVE utilises the unique emotional power of sports to create and enable pioneering partnerships in sports. By delivering responsible commercialisation, full-service-solutions and long-term value for all stakeholders in sports, SPORTFIVE strategically and creatively connects brands, rightsholders, media platforms and fans by leveraging a global network paired with decades of experience and innovative spirit. As a market leader and with customer centricity and vast data intelligence at its core, SPORTFIVE often leads the sports business into the future through its innovative digital solutions and thereby always aims to be the most progressive and respected partner in sports. SPORTFIVE operates as an international sports business agency with a global mindset and a network of over 1,200 local experts based in 15 countries around the world, active in Football, Golf, Esports, Motorsport, Handball, Tennis, American Football, Basketball, Ice Hockey, Multi Sport Events and many more. For more information, please visit our website or follow our LinkedIn channel.