LCK signs cryptocurrency exchange Upbit as latest partner

League of Legends Champions Korea (LCK) has signed a sponsorship deal with Dunamu, the operator of the cryptocurrency exchange Upbit, for the 2025 season.

According to a release, Upbit will launch various promotional activities and events through the end of the year, including ad placements in stadiums and live broadcast screens for the remainder of the LCK season.

During the LCK finals, Upbit will also operate fan festival booths. Financial terms of the partnership were not disclosed.

Additionally, the company will provide exclusive tickets for Upbit members, host backstage tours and viewing parties, and roll out fan reward programmes featuring in-game items and limited-edition merchandise.

With the latest sponsor, the LCK now features a total of 16 partners, including the likes of Logitech, Red Bull, Woori Bank, OP.GG, SOOP, and INSPIRE, among others.

This is not the first time League of Legends esports has partnered with a crypto exchange this season. Earlier this year, Riot Games signed a multi-year deal with Coinbase, becoming a partner for all League of Legends and VALORANT global events.

Over the past years, the esports sector has often viewed web3 partners cautiously after previous high-profile incidents that affected several stakeholders, such as North American team TSM with the now-defunct FTX exchange.

Similar to the Coinbase deal, which features brand integration and activations around the competition, the partnership between the LCK and Upbit doesn’t include the use of cryptocurrency or blockchain features within the esport itself.

With the regular season officially over, the LCK is currently gearing up for the Season Finals, which will determine the four teams representing the region at Worlds 2025.

Currently, Nongshim RedForce, Dplus KIA, OK BRION, and BNK FearX are competing for the last two spots in the Season Playoffs, joining T1, Hanwha Life Esports, Gen.G, and KT Rolster in the top six.

Having won MSI and dominated during the regular season, Gen.G is the first team with a guaranteed qualification to the season-end tournament, which will take place in China next month.