Marketing, Press Release
Lagardère Sports enters eSports market by signing up with Unicorns of Love

Lagardère Sports enters eSports market by signing up with Unicorns of Love

Lagardère Sports announces its first eSports partnership: The leading global sports marketing agency is now the exclusive marketing partner of the Unicorns of Love (UoL). Lagardère Sports supports the League of Legends team primarily with sponsor acquisitions, product development and expansion of digital channels. In addition, the market leader will assist the UoL in the development and distribution of media rights, and work closely with the eSports team to develop further growth opportunities.

The market entry into eSports is the next logical step for Lagardère Sports. The agency wants to intensify its knowledge, expertise and network that it has accumulated in the marketing of sports rights holders all over the world, and transfer it and the booming eSports market.

Robert Müller von Vultejus, Managing Director Lagardère Sports Germany: „We are very happy to enter the eSports market by signing up with the Unicorns of Love. We believe that the areas of traditional sport and eSports will ideally complement and benefit from each other. The Unicorns of Love stand out with their extravagant appearance, a strong and growing fanbase as well as their target group-accurate communication skills. We see great potential that the Unicorns of Love can become one of the leading brands in eSports.

Jos Mallant, CEO of Unicorns of Love: “We believe this partnership with Lagardère Sports will greatly establish Unicorns of Love as an organization and take us to the next level. This is the start of a new area where well established classic sport sponsoring enters the very young eSports market. We are really excited about the next steps to come, 2017 will be pink!”

Robert Müller von Vultejus complemented: “We see ourselves as a mediator between the old and the new sports world, we want to connect the dots, create new opportunities, and above all place eSports on the deserved stage of global sports next to football”

About Unicorns of Love

Unicorns of Love (UOL) is a multinational eSports organization, playing in League of Legends (LCS Europe by RIOT) Champions League since 2015. Founded in 2013 by Fabian Mallant, Unicorns of Love specializes in contracting pro gamers, executing online and offline broadcasts, and developing unique marketing initiatives aimed at attracting and influencing gamers worldwide. UOL has developed to one of most recognizable organisations and fan favorite with an unpredictable play-style. In 2016 the team won their first major tournament. Unicorns of Love are the current champions of the IEM Oakland in League of Legends.

About Lagardère

The Lagardère group is a global leader in content publishing, production, broadcasting and distribution, whose powerful brands leverage its virtual and physical networks to attract and enjoy qualified audiences. It is structured around four business lines: Books and e-Books; Travel Retail; Press, Audiovisual, Digital and Advertising Sales Brokerage; Sports and Entertainment.


Lagardère Sports is a leading sports marketing agency with a global network of local experts, dedicated to delivering innovative solutions to its clients. The expertise of Lagardère Sports teams gives clients inside access to the opportunities offered by its network. Lagardère Sports is part of Lagardère Sports and Entertainment, a company with more than 1,600 employees worldwide and 50 years of experience. For further information see

Source: Press release

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