LA Renegades Look to Classic Sports Creative to Hype League of Legends Pro eSports Team

If you’re a fan of football, or any other major league sport, you know that these teams don’t take their branding lightly. From the 1985 Bears’ “Super Bowl Shuffle” to the 1990’s Chicago Bulls big marketing push, the major leagues have made a habit of incorporating humor, personality, storytelling, and fun into their brand and advertising. Always witty, different, and intriguing—one could argue that the commercials themselves have made sports what they are today. So when Rob Leonyx, Creative Director and General Manager of the LA Renegades, wanted to make a branding campaign for his team, he took that same approach.

The LA Renegades are one of ten teams in the LCS–the League of Legends Championship Series, which is essentially the NFL of eSports. League of Legends is the most popular video game in the world. As of January 2014, Riot reports over 67 million people played League of Legends per month and 27 million per day, so competing on a professional level is no small feat. Of course, there are quite a few League of Legends teams out there with hype videos to draw on, but Leonyx, taking an innovative approach, wanted to try something new.

Enter Pretzel Logic Productions and director Ricardo Gonzalez, a San Diego based production company that thrives on innovation and trying new things. Together, Leonyx and Pretzel Logic came up with a creative approach that would inevitably change the face of advertising for eSports teams worldwide. Rather than just stringing together a compilation of beautiful shots–the LA Renegades campaign contains one part 80’s tongue-in-cheek, one part high concept production, and one part Los Angeles e-sports champions.

Later this month CBS will broadcast the Super Bowl, which was live streamed by NBC Live last year to the tune of 1.3 million viewers. Even though that number is triple the number of viewers in 2012 it still pales in comparison to the 2013 League of Legends championship that streamed to 32 million viewers. Whether or not you think e-sports is a valid professional sport doesn’t matter–the numbers don’t lie. The LA Renegades are poised to be one of the best branded sports teams you’ve never heard of, until now.

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