Interested in learning what's next for the gaming industry? Join gaming executives to discuss emerging parts of the industry this October at GamesBeat Summit Next. Register today.

League of Legends has a history of attracting huge companies outside gaming to sponsor its esports tournaments. And today, developer Riot Games announced that it’s renewing one of those deals with U.S.-based insurance firm State Farm.

Under the new terms, State Farm will continue its sponsorship of League of Legends-related esports events up to 2021. The extension applies to its participation in the North America League of Legends Championship series; global tournaments (World Championship, Mid-Season Invitational, and the All-Star); and the League of Legends College Championship presented by State Farm.

Sponsorships from mainstream companies like State Farm and Mastercard are indicative of just how popular League of Legends esports has become, attracting a young demographic that these sponsors tend to have a hard time reaching. Riot continues to make these deals in spite of its ongoing struggles with addressing the internal sexist culture at the studio (as detailed in an investigative report from Kotaku).

In 2018, the League of Legends World Championship had more than 99.6 million unique viewers. And if market researcher Newzoo is right — it expects esports to become a $1.65 billion business by 2021 — those viewership numbers will only explode in the next few years.


GamesBeat Summit Next 2022

Join gaming leaders live this October 25-26 in San Francisco to examine the next big opportunities within the gaming industry.

Register Here

League of Legends recently concluded its 2019 Mid-Season Invitational, where European team G2 beat North American squad Team Liquid in the finals.

“This sponsorship has been extended earlier than anticipated as we are both eager to expand and build on our many fan-centric activities up through the 2021 League of Legends World Championships taking place in North America,” said head of Riot Games esports partnerships Naz Aletaha in a statement.

GamesBeat's creed when covering the game industry is "where passion meets business." What does this mean? We want to tell you how the news matters to you -- not just as a decision-maker at a game studio, but also as a fan of games. Whether you read our articles, listen to our podcasts, or watch our videos, GamesBeat will help you learn about the industry and enjoy engaging with it. Discover our Briefings.