Riot Games revealed a rebranding for the League of Legends competition, LoL Esports, on Tuesday, including a new logo and an emphasis on regional leagues and world events.
The new look, which applies to the overall competitive brand of League of Legends and not regional leagues, was officially announced on the @lolesports Twitter account. An 80-second video began with the words “Welcome to lolesports” with images of iconic moments in the competitive history of League of Legends and the captions “Best move, best players and best moments from around the world.” A new logo was also unveiled, with teal and dark blue as primary colors.
“We aspire to cheer billions of LoL Esports fans around the world,” said John Needham, Global Director of Esports, Riot Games, in a statement sent to ESPN. “It begins with building a thriving global e-sports ecosystem backed by electrifying competition, sustainable growth, cutting-edge technology, bold entertainment and a focus on integrity for our teams and sport.”
Along with the update comes more content, including three new video series; Weekly recap, including highlights and news, starting July 21. The Penta, a “Top Five” game format, to be released on July 22. Finally, Champ Select, a bi-weekly program featuring guests from regional leagues advocating for outstanding players, to launch on July 23.
League of Legends remains one of the most popular e-sports worldwide today, with more than 800 competitors on 100 professional teams in 12 regional leagues around the world. Data analytics company Stream Hatchet reports that during the summer 2020 division, the average minute audience for LPL (China), LCK (South Korea), LEC (Europe) and LCS (North America) experienced a 129% year-over-year increase.
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