DoorDash becomes naming rights sponsor for esports Legends Circuit Oceania tournament

Mariam Cheik-Hussein
By Mariam Cheik-Hussein | 11 June 2021
League of Legends finals

Food delivery brand DoorDash has secured the naming rights partnership for one of Australia’s largest esports tournaments, the League of Legends Circuit Oceania (LCO).

The partnership is a first for the esports league which was watched by more than 700,000 viewers for its first season this year.

As part of the deal, which runs for the remainder of the year, DoorDash will be featured across the DoorDash LCO broadcast in new segments, including the DoorDash #sendit Replays and the Players That Delivered, activating during key moments of the twice-weekly broadcast. DoorDash will also integrate into LCO’s social media channels, which reached more than two million users over its inaugural season.

“We are elated to be partnering with DoorDash. They’ve been greatly supportive of our vision for the league and I’m excited to see what we can do together in both the short and long term,” says DoorDash LCO head of commercial Graeme Du Toit.

“Convenience is critically important for our audience, and we’re looking forward to leveraging DoorDash to improve the LCO experience for our fans. Hopefully that spills over into DoorDash making their lives more convenient outside of match days too.”

DoorDash says it will aim to integrate itself as authentically as possible into the league which is owned and operated by a joint venture between ESL Gaming Australia and Guinevere Capital.

LCO has a yearly prize pool of US$60,000 split across two seasons.

“Gaming and on-demand delivery go perfectly together,” says DoorDash Australia consumer marketing senior manager Michael McCash.

“DoorDash prides itself on it’s high level convenience offering for food, groceries and alcohol - perfect for players and spectators that are often engrossed in long gaming sessions.”

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