.svg)
Riot Games opened its League of Legends and Valorant esports leagues to sports betting sponsorships. The change affects tier one organisations in North America, South America, and European competitions.
John Needham, president of publishing and esports at Riot Games, announced the decision. He said players and esports organisations requested this change.
Previously, Riot prohibited gambling company sponsorships entirely. This reverses years of policy restricting betting partnerships.
The esports industry faces what insiders call an “esports winter.” Revenue has dropped significantly while operating costs remain high.
Teams need new funding sources. Needham wrote that Riot “agreed it was time to open up this category to create more revenue opportunities for teams.”
Sports betting companies offer substantial sponsorship money. They’re among the highest-paying sponsors available to esports organisations.
The Overwatch League’s collapse exemplifies the industry’s financial struggles. High-profile investors like New England Patriots owner Robert Kraft pulled funding when returns didn’t materialise.
Riot has already restructured its leagues to reduce costs. The LoL ecosystem got smaller, cutting teams’ $10 million participation fees and Riot’s revenue-sharing obligations.
Riot established guidelines for “responsible” implementation of betting sponsorships. The company will vet all potential betting sponsors before approval.
Teams must follow an integrity program. Gambling advertisements can’t appear on team jerseys or official Riot broadcasts.
The restrictions apply only to tier one organisations in specific regions. Lower-tier teams and other geographic areas aren’t included in the initial rollout.
Riot maintains control over which betting companies can sponsor teams. Not all gambling operators will receive approval.
Young audiences watch League of Legends and Valorant competitions. The betting sponsorships raise concerns about gambling exposure to minors.
Match-fixing allegations already exist in both games. Riot recently banned two players for three years following competitive integrity violations.
Betting sponsorships could worsen existing integrity problems. Teams dependent on gambling revenue might face additional pressure that compromises fair competition.
The decision mirrors traditional sports’ betting integration since 2018. NBA and NFL programming now features extensive gambling content and advertisements.
Riot joins other gaming companies seeking controversial funding sources. The company previously faced criticism for participating in Saudi Arabia-funded events.
Industry analysts expect other esports publishers to follow Riot’s lead. Financial pressures affect the entire esports sector, not just Riot’s competitions.
The betting partnership expansion represents esports’ latest attempt to find sustainable revenue models. But it comes with significant risks to both competitive and moral integrity.
In other esports news, in April 2025, BETBY launched Betting Tips, an industry-first feature in esports that provides betting tips and insights to players, aiding them in making more informed and confident decisions in esports betting.
