European esports organisation G2 Esports has unveiled a multi-year partnership with French gambling company Winamax.
The partnership will revolve around G2’s League of Legends team in the LEC, as well as its King League Germany (G2 FC) squad, making it the official betting partner for the organisation in those divisions.
This marks a major partnership in the European esports landscape as Winamax becomes the first betting operator approved by Riot Games in the region.
The game publisher officially allowed betting sponsorships in 2025, but none had joined the League of Legends scene prior to Winamax. The first betting partnership in Riot Games’ titles came in VCT Americas last November, when MIBR struck a deal with 1xBet.
According to a release, G2 and Winamax will be releasing original content, community-focused initiatives, and creative fan experiences.
Additionally, the partnership will also see the launch of a new weekly podcast titled HopEUm, bringing together co-streamers from various European regions, pro players, and special guests across Europe to break down the latest developments from the LEC.
The new audio initiative comes shortly after Riot Games discontinued its own-produced, LEC-focused podcast, EUphoria, at the end of 2025.
Winamax Expands its Presence in Esports
Despite being operative for nearly three decades, Winamax has only started collaborating with esports brands in recent years. Previosuly the company’s focus has been primarily on traditional sports, sponsoring football clubs such as VfB Stuttgart.
Winamax’s first esports partnership came in 2019 when it signed a deal with French organisation Solary, although it only lasted one year. Last year, the company also locked a partnership with independent esports publication Sheep Esports.
“We’re incredibly excited to work with a truly pan-European partner who feels like a perfect fit for G2. Our fans are everywhere, literally in every single country and it means a lot to us to collaborate with a brand that shares that same European DNA,” said Alban Dechelotte, CEO of G2 Esports.
“With the launch of HopEUm, we wanted to go beyond a classic partnership and create something that genuinely brings value to our fans and the wider community. This show will, for the first time, capture the point of view of each community across Europe, and we can’t wait to see it come to life.”
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