(CNN)A storied NBA team, a leading Bundesliga side and a rock band are some of the major sport and entertainment brands that are involved in the rebranding of an online game which has more than 100 million global players.
Riot Games — publisher of online phenomenon League of Legends — has unveiled 10 long-term partners that will take part in its remodeled European league next year.
Starting from 2019, the league will adopt a franchise-style structure similar to the NBA and NFL. It’s hoped the new system will build on esports’ increasing popularity and secure a sustainable future with a “brand new identity.”
