The strategy behind DoorDash’s sponsorship of esports tournament, League of Legends Circuit Oceania

By NADIA CAMERON

DoorDash’s foray in the esports field is part of a sponsorship approach that sees the food delivery brand building presence and authenticity across community platforms its target customer groups are actively engaging in.  

DoorDash has become inaugural naming rights sponsor of the League of Legends Circuit Oceania (LCO), Australia and New Zealand’s largest esports league watched by more than 750,000 viewers in its first year. The 2021 partnership sees the brand integrated into all broadcasts and digital content, connecting the business with esport’s younger fans and participants.  

LCO was founded in 2021 and is organised by ESL Australia and Guinevere Capital. It replaced the former Oceanic Pro League hosted by Riot Games, which ran between 2015 and 2020. The current league has eight teams.    

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