7Sports Partners with Riot and Freaks 4U Gaming for DACH League of Legends Competition

Mentioned in this article

  • The sports-subsidiary of ProSiebenSat.1 Group is entering into a strategic partnership with Riot Games and esports agency Freaks 4U Gaming.
  • 7Sports will deliver regular TV and digital coverage of a new League of Legends league developed exclusively for the German-speaking market.
  • Applications are currently open for the Pro Division of the new league, while a preseason tournament will be held for the second and third divisions.

7Sports has announced a strategic partnership with League of Legends publisher Riot Games and esports agency Freaks 4U Gaming, centered on a new competition in the German, Austrian, and Swiss (DACH) market. A wholly owned brand of ProSiebenSat.1 Group, 7Sports will provide regular coverage of the competition on the company’s TV channels and digital platforms. 

7Sports has worked with Freaks 4U Gaming on multiple esports broadcasts, including the syndicated program “ran eSports.” The company’s Managing Director Stefan Zant said although the perception and acceptance of esports in society is increasing, there are still no leagues in German-speaking countries. “Through strategic cooperation, we can increase their significance compared to the global leagues, and play an important part in further professionalizing esports in Germany,” he said in a statement.

The new league is a successor to the Premier Tour, a tournament circuit also based around the DACH countries. Run by Freaks 4U Gaming, the Premier Tour held its final competition at this year’s gamescom. “Riot Games and us would like to use the development of the Premier Tour into an exclusive top league in Germany, Austria, and Switzerland to set a new standard of quality for national esports,” said Freaks 4U Gaming CEO Michael Haenisch. “In 7Sports we found a top partner who will support us in areas such as mediatization and storytelling.”

The new league already boasts multiple local sponsors, including NicNac’s, insurance company R+V Versicherung, and the Dr. Oetker brand La Mia Grande. So far, six professional teams have secured places in the new league’s Pro Division: ad hoc Gaming, BIG, Euronics Gaming, Schalke 04 Evolution, mouseports, and SK Gaming Prime. The remaining six slots will be awarded to applicants who can demonstrate their team’s competitive and brand potential. The Division 1 and Division 2 teams will be decided through open qualifiers.

“The collaboration with 7Sports opens up the opportunity to tap into new channels for reporting on League of Legends esports in the German-speaking countries,” said Head of Esports DACH for Riot Games, Hans Christian Dürr. “We will broaden our target audience with custom-tailored formats and therefore increase the level of awareness of the league, teams, and players. We’re looking forward to working together.”