Riot Games wanted to position the League of Legends European Championship Finals as a major international entertainment and sporting event across the Nordic region. The objective was to expand awareness beyond traditional gaming audiences and secure meaningful mainstream media visibility. The challenge extended beyond generating gaming coverage. PR Nordic was tasked with educating mainstream media, attracting new audiences and securing meaningful editorial coverage that highlighted the players, competition and culture behind one of the world’s largest esports ecosystems.

What We Did
PR Nordic developed and executed a Nordic communications programme designed to position the League of Legends European Championship Finals as a major international esports and entertainment event. By combining strategic media relations, creator engagement and on-site event support, the campaign expanded the reach of one of Europe’s largest esports championships across the Nordic region.

• Developed and executed a Nordic media relations programme around the League of Legends European Championship Finals in Copenhagen.
• Hosted journalists, influencers, creators and media representatives throughout the event.
• Coordinated interviews with players, broadcast talent and Riot Games representatives.
• Secured coverage across gaming, sports, entertainment and mainstream news outlets.
• Educated media on the scale, professionalism and cultural significance of esports.
• Activated creators and influencers to amplify visibility before, during and after the championship.
• Supported event logistics, media attendance, briefing sessions and on-site engagement.
• Extended championship storytelling beyond gaming audiences through targeted mainstream media outreach.

Results
The campaign successfully positioned the League of Legends European Championship Finals as a major international esports event within the Nordic media landscape. By extending visibility beyond gaming media into sports, entertainment and mainstream news, PR Nordic significantly broadened awareness of esports across the region.

• 188 pieces of Nordic media coverage secured.
• 38.5 million+ audience reach generated.
• 70+ influencer and creator features delivered.
• Coverage achieved across print, online, broadcast and live TV platforms.
• Secured visibility across gaming, sports, entertainment and national news media.
• Successfully expanded awareness of esports beyond traditional gaming audiences.
• Generated visibility before, during and after the championship finals.
• Positioned the League of Legends European Championship among the Nordic region’s most visible international esports events.

Why It Worked
Rather than focusing solely on the spectacle of esports, PR Nordic built a broader narrative around the players, competition and culture behind one of the world’s leading esports ecosystems.

By combining strategic media relations, creator engagement and targeted storytelling,  the campaign generated meaningful coverage across both specialist and mainstream media, helping introduce esports to new audiences across the Nordic region.

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