Leagues Media and Mindshare bring Samsung into one of Europe’s fastest-growing and most culturally relevant esports ecosystems.
Leagues Media is proud to welcome Samsung as the official Monitor & Memory Category Sponsor of the Northern League of Legends Championship (NLC) — the premier Riot-backed League of Legends competition in Northern Europe.
The partnership follows a record-breaking Winter Split that didn’t just exceed viewership benchmarks — it reshaped the perception of what a regional league can be. A sold-out finals arena, a historic victory on the international stage, and a rapidly growing audience have positioned the NLC not as a challenger but as a leader.
“It speaks volumes that a brand like Samsung sees the value in what the NLC represents. It’s a strong signal that this space matters — and that the NLC has become a platform worth investing in,” said Max Grimborg, Chief Commercial Officer at Leagues Media.
“NLC has built an incredibly engaged community and continues to push the boundaries of esports in the region. At Samsung, we’re proud to support this evolving space and contribute to the growth of competitive gaming in the Nordics,” said Jakob Hultkvist, Director IT Display Division at Samsung Nordics.
Executed in close collaboration with Mindshare, this move reflects a growing shift among future-focused brands: the decision to step beyond traditional media and into ecosystems that shape culture in real time.
“NLC is on an exciting growth journey and has already managed to reach a large part of the gaming target audience — an audience we want to connect with through Samsung’s innovative products. It’s also exciting to support something that helps put the region on the global gaming map,” said Samuel Runge, Media Manager at Mindshare.
From Underdog to Blueprint
In just a few seasons, the NLC has gone from regional competition to international headline — not only in numbers, but in narrative. The Winter Split saw unprecedented growth, both in reach and relevance, with NLC now ranked among the top 5 League of Legends tournaments in the world by peak viewership in 2025. Its champions, Los Ratones, didn’t just win the league — they went on to claim the EMEA Masters title, a first in NLC history.
This partnership confirms what the industry is starting to realize: the Northern region is no longer a side market — it's a strategic front in competitive gaming.
About Leagues Media
Leagues Media powers the Northern League of Legends Championship (NLC), one of the fastest-growing and most culturally resonant ecosystems in Riot’s global competitive structure. We combine world-class production, creator amplification, and arena-scale experiences to help brands move from impressions to true presence.
About Samsung
Samsung inspires the world and shapes the future with transformative ideas and technologies. The company is redefining the worlds of TVs, smartphones, wearable devices, tablets, home appliances, network systems, memory, system LSI, foundry, and LED solutions. It is also delivering a seamless connected experience through its SmartThings ecosystem and open collaboration with partners.
About Mindshare
Mindshare is a global media agency network helping the world’s most ambitious brands grow through innovation, integration, and cultural connection. Part of GroupM and WPP.
Media Contact:
Max Grimborg
Chief Commercial Officer, Leagues Media