Idealo sponsors German League of Legends broadcast

Price-comparison platform idealo has been named an Official Sponsor of the German broadcast for League of Legends esports. Riot Games announced the partnership, which covers the LEC and the 2026 international calendar, including the Mid-Season Invitational (MSI) and the World Championship (Worlds). Integration begins with the LEC Spring Split.

The agreement focuses on the German-speaking market and will place idealo branding across the region’s official broadcast channels during the competitive season. The platform will be integrated into the streams of Niklot Stüber, known as Tolkin, who serves as the official broadcast partner for the German community.

Fans will have access to activations linked to the sponsorship. Those activations include branded merchandise drops, raffles and discounts on gaming and technology categories that idealo highlights through its price-comparison service.

Charlie Allen, EMEA Director of Commercial Partnerships & Business Development at Riot Games, commented: “With strong cultural relevance in the German market and growing adoption among gamers, idealo is a natural fit for our community. This partnership connects fans in Germany to key moments across the season while aligning with a highly engaged community that values making informed purchasing decisions when it comes to gaming.”

Idealo already works with Movistar KOI in Spain and will now have visibility on German broadcasts for the 2026 international events. The deal places the brand within official regional channels and co-streams used by German-speaking viewers.

Regional co-streamers and influencers such as Tolkin serve as targeted channels for brands to reach specific language and cultural audiences within the global League of Legends fan base.

The League of Legends EMEA Championship (LEC) is the top professional league for Europe, the Middle East and Africa. The Mid-Season Invitational and the World Championship are annual international tournaments that bring together top teams from regional leagues; idealo’s sponsorship covers related German-language broadcasts in 2026.