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Riot Games has lifted its long-standing ban on gambling partnerships, giving Tier-1 League of Legends and Valorant organizations in North America, Latin America, Europe, the Middle East and Africa new room to secure revenue. The policy change, announced on 26 June, follows years of lobbying from teams seeking additional income streams amid rising operational costs.

Under the updated rules, eligible squads may negotiate deals with licensed sportsbook operators — but only after Riot reviews and approves each sponsor. The move aligns Riot with other major esports publishers that already permit betting brand visibility, albeit under strict compliance requirements.

Safeguards: Zero Gambling Logos on Jerseys and Riot Channels

To limit direct exposure to minors and casual viewers, Riot placed notable restrictions on how betting brands can activate their partnerships. Gambling logos are barred from appearing on in-game jerseys, stage backdrops, broadcast overlays or any official Riot social channels. Teams must also adhere to regional advertising standards and ensure responsible-gaming messaging where required.

Riot officials said the framework balances commercial flexibility with player safety, emphasizing that any betting partner must hold proper licenses and pass integrity checks. Teams breaching the guidelines risk fines or suspension, signaling Riot’s intent to enforce the policy tightly.

Community Reaction and Industry Impact

Reaction on Reddit and other esports forums has skewed negative, with many fans expressing concern about normalizing gambling in a scene with a young demographic. Critics argue that even indirect betting exposure could fuel problem gambling, while supporters contend the change is necessary to keep orgs financially viable.

For organizations, the new sponsorship category could unlock significant revenue—mirroring traditional sports where betting partnerships are commonplace. Analysts expect mid-tier teams to benefit most, as top-tier squads already command brand deals in tech, apparel and energy drinks.

The revised policy goes into effect immediately across the EMEA and Americas regions; Riot has not yet indicated whether similar allowances will expand to APAC leagues.

Source: https://www.riotgames.com/en/news/esports-betting-sponsorships