Whalen Rozelle, the Chief Operating Officer of Riot Games Esports, has confirmed recent rumors that teams in League of Legends and Valorant will be allowed to advertise betting companies, albeit under strict conditions.
On his social media profile on X, Whalen Rozelle announced that partner teams in LoL and Valorant from the EMEA and Americas regions were informed weeks ago that starting in 2025, they will be permitted to consider partnerships with betting companies. However, there are two critical requirements:
- Riot platforms remain betting-free. No betting brands will appear on Riot broadcasts, social media, or jerseys.
- Riot will vet all potential betting partners to ensure compliance with its standards for integrity, transparency, and fan engagement.
Potential Impact
Allowing betting company advertisements could have a positive effect on the esports scene, especially in Tier-2 and Tier-3 levels. Organizations would have better budgets to support their teams until they reach Tier-1 and start covering their expenses.
Riot emphasized that only betting companies meeting their criteria will be approved for partnerships. Additionally, clubs will only be able to advertise these brands on their own channels, significantly impacting the value of such advertising since it cannot be displayed on tournament broadcasts, jerseys, or Riot’s official platforms.
Future Regulation
The rule is set to take effect in 2025. Riot Games plans to monitor this issue closely. If the change negatively impacts the competitive environment, Riot reserves the right to reverse the decision and return to the previous format.
At the moment, this rule seems less appealing and raises questions about how it will apply to clubs without Riot partnerships. Nevertheless, it’s likely that a significant number of betting companies will attempt to enter this market and claim their share.
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