The operator of League of Legends, the Berlin agency and the Hamburg sports rights marketer will be launching a new national league following the Premier Tour tournament series

Berlin/Hamburg, 2 July 2019 – As announced today, Riot Games, Freaks 4U Gaming and Lagardère Sports Germany will be launching a strategic and long-term cooperation this year. The first step will consist in the creation of a tournament series for League of Legends players in Germany, Austria and Switzerland. The partnership will last over the next few years with the aim to develop a new, leading regional league in Europe following the Premier Tour.

With this format in mind, Riot Games, Freaks 4U Gaming and Lagardère Sports Germany will establish an exclusive league for German-speaking teams and set a new standard for esports in Germany, Austria and Switzerland. The aim is to promote the market’s professionalism and create a sustainable ecosystem for players, teams and companies.

Hans Christian Dürr, Head of Esports DACH at Riot Games, says: “League of Legends is largely responsible for esports’ incredible success. We also want to play an instrumental role in expanding the German-speaking market further and believe we have found the ideal partners for this goal. This powerful network of three leading companies will undoubtedly reinforce esports in Germany, Austria and Switzerland.”

Michael Haenisch, CEO of Freaks 4U Gaming, adds: “An integral part of our corporate DNA is the creation and development of esports ecosystems . The strategic long-term partnership linking Riot Games and Lagardère Sports Germany allows us to solidify ambitious plans to take League of Legends esports in Germany, Austria and Switzerland to the next level.”

Robert Müller von Vultejus, Managing Director of Lagardère Sports Germany GmbH, concludes: “There is a great deal of enthusiasm around esports in the entire DACH region. Numerous clients want to focus their esports engagements more strongly on their respective strategic target markets. This is now possible with the Premier Tour, which is designed for the DACH region through offering concrete planning and professional structures, particularly for brands interested in esports.”

In this context, Freaks 4U Gaming, a renowned 360° marketing agency from Berlin focused on gaming and esports will collaborate with Lagardère Sports Germany, the current marketing partner of 14 professional football clubs. As a marketing and sales agency, Lagardère was also responsible for managing the marketing aspect of the League of Legends European Championship. This time around, the Hamburg-based company will also be involved in shaping the new national league with the aim to integrate partners.

Freaks 4U Gaming and Riot Games have cooperated successfully in the past and since last year, have organised various public events as part of the Premier Tour. Thanks to an exclusive licence the Berliners have broadcast all Riot Games events, leagues and tournaments in the German-speaking region.

About Riot Games
Riot Games was founded in 2006 by Brandon Beck and Marc Merrill. Their vision relied in changing the way video games are developed and promoted after their release. In 2009, Riot’s first game, League of Legends, became the most played PC game in the world and played a central role in esports’ wide success. Players are at the core of Riot Games’ community. The company is constantly expanding League of Legends, whilst aiming to continually improve the gaming experience. Riot Games’ head offices are located in Los Angeles, USA. There are 23 branches worldwide, including two in Berlin.

About Freaks 4U Gaming
Freaks 4U Gaming GmbH is a 360° marketing and communication agency, which specialises in competitive computer and console players. The company was founded in March 2011 and employs more than 180 people at its headquarters in Berlin as well as at its branches in Cologne, Ivry-sur-Seine (France), Taipei (Taiwan), Irvine (USA) and Niš (Serbia). In addition to the agency’s activities, the company also operates its own web services for computer games, produces daily video content and regular TV formats. For more information visit

About Lagardère Sports
The international sports rights agency Lagardère Sports is based in 18 locations in Germany and offers expertise, marketing rights and services for high-calibre partnerships in sports marketing. In addition to its expertise in the football industry, Lagardère Sports also operates on other high-reach platforms in Germany for handball, winter sports, motorsport and esports. Lagardère Sports is part of Lagardère Sports and Entertainment, a global sports rights agency with over 1,700 employees worldwide. For more information about Lagardère Sports visit