Lagardère Sports to Serve as Commercial Agent for T1 Entertainment & Sports

May 10th, 2019

Lagardère Sports will be responsible for marketing commercial rights for T1 Entertainment & Sports.

T1 is a joint venture between Comcast Spectacor and SK Telecom, that includes three-time League of Legends world champions SKT T1.

Lagardère Sports is currently an exclusive partner of the League of LegendsEuropean Championship and RFRSH Entertainment.


Lagardère Sports has been named the exclusive commercial agent for T1 Entertainment & Sports, an esports joint venture between Comcast Spectacor   and SK Telecom. The marketing agency will be responsible for all of T1’s commercial rights, including managing all brand partnerships and sponsorship engagements. Financial terms were not disclosed.

T1 hosts competitive rosters in Fortnite, PUBG, Super Smash Bros., Hearthstone, Apex Legends, and League of Legends. In the latter, SKT T1 has won the world championship in three separate years, each time with Lee “Faker” Sang-hyeok—considered one of the greatest esports players of all time.

“We are at a tipping point where more than ever before, brands are seriously looking at esports as a massive marketing opportunity,” said Adrian Staiti, executive VP, global partnerships at Lagardère Sports, in a statement. “In an increasingly fragmented media landscape, few properties rival the portfolio of assets that has been assembled by T1 Entertainment & Sports, and their ability to attract a captive pool of younger audiences with a high disposable income.”
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Lagardère Sports is currently the exclusive marketing agency of the League of LegendsEuropean Championship (LEC), which is now supported by a number of non-endemic brands including KIA, Footlocker, and Shell.

Comcast Spectacor and SK Telecom announced their joint esports venture in February. Still subject to government approvals, SKT T1 will be officially renamed T1 this summer. Prior to its expansion into South Korea, Comcast Spectacor entered esports by securing a franchise spot in the Overwatch   League (OWL), creating the Philadelphia Fusion  . The company will host the OWL grand finals on Sept. 29 at its Wells Fargo Center.

Speaking on the TEO Podcast, Spectacor Gaming president Tucker Roberts gave some background on T1 Entertainment & Sports: “Nobody is globalizing Korean content for esports and gaming, when they should be,” he said. “That’s the genesis of where we thought we could take this brand, and what we could do. Serve an underserved part of the market, instead of going after the exact same thing that other teams are doing.”