Earlier this year, a discrete feature was added to League of Legends, and sponsor banners made their apparition on the Summoner's Rift walls. For once, it had nothing to do with gameplay or cosmetics, but rather with logos and sponsorship.
In Europe, alongside the LEC crown, several brand logos such as Kit Kat or Kia are now displayed during matches of the League of Legends European Championship. Although it might look pointless, this feature is a game-changer for Riot as the League esports scene can now display sponsors and partners during the game without interrupting it — just like traditional sports do.
Until now, the League of Legends Championship Series hadn't signed any partnership to make use of this new feature, but things are going to change since the league welcomed the Japanese car manufacturer Honda as their first-ever banner partner.
The Honda banners will make their first appearance in-game during the LCS Summer Finals on September 5 and 6. However, the partnership with the league doesn't end here since the brand will also introduce the "Honda Performance Play", some moments that will trigger when plays happen during a match.