G2 Esports Partners with Winamax for LoL Betting

G2 Esports has secured a multi-year partnership with French operator Winamax, designating it as the official betting partner for the organization's League of Legends roster. The deal focuses on the European and global LoL competitive scene, excluding any US elements, and aligns with growing integration between esports teams and licensed betting providers in regulated markets.

This collaboration enhances Winamax's esports portfolio while providing G2 with sponsorship revenue and promotional opportunities in France and other jurisdictions accessible to it. It reflects the continued maturation of esports betting in Europe, where operators seek direct ties to high-profile teams to gain credibility, target marketing, and exclusive content.

Key Takeaways

• Operators gain authentic branding and audience engagement through team affiliations in major titles like League of Legends.
• Esports organizations benefit from diversified revenue beyond traditional sponsorships amid rising betting interest.
• Reinforces the importance of regulated partnerships in EU markets to ensure integrity and compliance.

The partnership arrives as League of Legends maintains strong viewership and betting volumes in Europe, Latin America, and Asia-Pacific. Winamax, an established player in French sports and esports betting, can leverage G2's competitive success— including frequent appearances at international events—to offer specialized markets, enhanced odds, and promotional activations. For bettors, this means more reliable, team-backed content and potentially innovative bet types tied to G2's performance.

Industry-wide, such deals support sustainable growth by fostering official channels over unlicensed alternatives, particularly in markets with strict advertising rules. They also highlight how betting operators are prioritizing esports verticals for younger demographics in monetizable regions such as the EU, the UK, Brazil, and parts of Asia.

No specific financial terms were disclosed, but similar partnerships have driven measurable uplift in operator traffic during major tournaments.

Sources: Esports Insider