G2 Esports announced Friday a multi-year partnership with European betting operator Winamax, making the company the organization’s official betting partner across select competitive properties. The agreement covers G2’s League of Legends European Championship team and its Kings League Germany football project, G2 FC, and reflects a growing push toward regulated esports betting in Europe.

The partnership positions Winamax as the first betting operator approved by Riot Games to sponsor esports teams in Europe, according to the companies. Riot Games, the publisher behind League of Legends, has taken a cautious approach to gambling sponsorships, making the approval a notable development for the region’s esports ecosystem.

Winamax currently operates under official licenses in France, Germany and Spain. Those markets are among the largest esports audiences in Europe, and the companies said the regulatory footprint allows them to activate across borders while adhering to local compliance and player protection standards.

G2 Esports, founded in 2013, has built a reputation as one of Europe’s most recognizable esports organizations, competing across multiple titles and blending competitive success with entertainment-focused branding. The organization has increasingly emphasized Europe-wide initiatives as esports audiences fragment across regions and platforms.

G2 Joins Forces With Winamax in Multi-Year Partnership That’s All About Europe, Esports, and Entertainment

As part of the deal, G2 and Winamax will launch a weekly League of Legends podcast titled HopEUm. The show is expected to feature co-streamers, professional players and guest commentators from across Europe, focusing on weekly developments in the League of Legends European Championship. The companies described the podcast as a way to highlight diverse regional perspectives within the European scene.

G2 CEO Alban Dechelotte said the partnership was designed to reflect the organization’s pan-European fan base rather than serve as a traditional sponsorship. He added that the podcast format is intended to provide community-driven discussion around the LEC.

Beyond the podcast, the partnership includes plans for original content, fan activations and community-focused initiatives tailored to different European markets. Specific details on those activations have not yet been announced.

The deal arrives as esports organizations continue to explore partnerships with regulated betting companies, particularly in Europe, where legal frameworks vary widely by country. More information on upcoming content and the rollout of HopEUm is expected in the coming weeks.