Online price comparison platform idealo is joining the League of Legends Esports ecosystem as an Official Sponsor of the German broadcast for the LEC, as well as the two major international events of 2026: the Mid-Season Invitational (MSI) and Worlds.
The partnership kicks off with the LEC Spring Split, with idealo visible on the stream of Tolkin, the official broadcast partner for Germany.
Beyond media sponsorship, idealo will offer German fans exclusive deals — dedicated merchandise, raffles, and discounts on its gaming and tech categories — with activations planned both at the Riot Games Arena and online.
"With strong cultural relevance in the German market and growing adoption among gamers, idealo is a natural fit for our community, and we're excited to welcome them onto the German broadcast,"
says Charlie Allen, EMEA Director, Commercial Partnerships & Business Development at Riot Games.
"This partnership connects fans in Germany to key moments across the season, from regional play to the global stage, while aligning with a highly engaged community that values making informed purchasing decisions when it comes to gaming."
Key facts about idealo:
idealo, a German price comparison platform founded in 2000 and a subsidiary of Axel Springer (€3.86bn in revenue in 2023), attracts 7 million unique monthly visitors and lists over 350 million offers from 50,000 retailers. With estimated annual revenue between €175M and €235M and nearly 800 employees, the platform is the leading price comparison service in Germany and operates across 7 European countries. Its audience — 70% male and strongly interested in the gaming consoles and accessories category — makes it a natural partner for the German broadcast of LoL Esports.
