SPONSORING CHAMPIONS LG ULTRAGEAR
About the project
BUILD A ROCKET turned LG UltraGear’s LEC sponsorship into community experiences across broadcast, social media, events and Discord.
When LG UltraGear became the official gaming monitor partner of the League of Legends EMEA Championship, the partnership created broad visibility across European esports. Our task was to turn that visibility into relevant experiences for the community. We connected broadcast integrations, social content, tournaments, live events and dedicated community spaces in one continuous activation.
Making the partnership part of the broadcast
Across the two 2022 LEC splits, LG UltraGear appeared in more than 200 official matches. The brand was integrated through broadcast overlays, panels and an in-game presence on the League of Legends map. Weekly highlight clips extended the partnership across social media, while broadcast drops gave viewers access to in-game cosmetics, merchandise coupons and ticket raffles.
Giving the community its own competition
The LG UltraGear Server Clash brought together the two European League of Legends servers, Europe West and Europe Nordic East. An online qualifier attracted 1,400 players in 256 teams from 15 countries. The semi-finals were presented by League of Legends talent and co-streamed by ten creators from five countries. The two winning teams then travelled to Berlin to play the final on the official LEC stage, supported by the production setup of a regular LEC match day. The tournament generated more than 108,000 hours watched and over 12,000 average views.
Building a lasting community space
In 2024, BUILD A ROCKET launched and optimised the official LG UltraGear Discord server. A custom bot supported the activation and helped develop the server into a lasting community touchpoint. The channel grew to 6,800 members, while the accompanying social media activities generated an average of 135,000 cross-platform impressions per month.
From tournament broadcasts and live events to social content and Discord, each activation gave fans a reason to engage with the partnership. This connected LG UltraGear’s product story with the experiences and competitive moments that matter to the European League of Legends community.