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WEARENINETY CONNECTS GLOBAL GAMING GIANT LEAGUE OF LEGENDS AND FOOTBALL STAR SON HEUNG-MIN

Tottenham Hotspur forward Son Heung-min joins forces with Riot Games to express his passion for League of Legends.


Son Heung-min joins forces with Riot Games to express his passion for League of Legends.
Son Heung-min joins forces with Riot Games to express his passion for League of Legends.

London, Monday 21st October, 2024  — WeAre thrilled to announce the successful collaboration between Riot Games, League of Legends and international football sensation Son Heung-min.


The collaboration bridges the worlds of traditional sports and gaming, bringing together Son Heung-min, revered for his exceptional footballing talent and widespread fanbase with global esports giant and one of the most-played competitive games in the world, League of Legends – authentically connecting the dynamic and passionate community of League of Legends with a true player in Son and further enhancing the crossover appeal between the football pitch and Summoner's Rift.


Son, who had previously said in interviews that he likes to play League of Legends during his off time, uses the game as a vehicle to unwind & connect with his family and friends in South Korea.


“I love playing League of Legends. It is one of the things that I always have in connection with back home. So, playing games is one of my favourite things to do,” said Son, the captain of the Korean national team & greatest Asian footballer of all time. But on the Rift, he's just the Lee Sin that's about to gank your lane.



Armed with this insight and athlete marketing knowhow, we worked with the team at Riot Games over many months to understand their objectives and their vision for this collaboration. We then set about engaging Son and his team at CAA to further understand Son’s passion for the game and then managed, brokered and helped activate the partnership.


Through this collaboration, we delivered on our promise to Riot on showcasing a well-known player of League, who just so happens to be a world-famous and beloved athlete, and his meaningful and relatable story to the rest of the community. With a deep understanding of both the sports and gaming landscapes, we played a pivotal role in aligning the shared values of League of Legends and Son Heung-min. The partnership is set to engage millions of fans worldwide through a hero documentary, supporting social assets & exclusive content that tell Son’s story as an authentic League player, merging football and gaming in exciting new ways.


WeAreNinety's Founder, Charlie Weir, expressed enthusiasm about the partnership:

"We are proud to have helped facilitate this unique collaboration between League of Legends and Son Heung-min, two icons in their respective fields. This partnership not only exemplifies the evolving landscape of sports and entertainment, but also highlights our ability to connect top-tier athletes with innovative global brands. We’re excited to see how this collaboration will captivate fans across both industries."


Athlete Marketing Services Provided:

  • Athlete identification and research

  • Brokering

  • Negotiation

  • Contracting

  • Athlete Management and Relations

  • Activation management

  • Publishing

  • Reporting & Analytics


For more information, please contact:

Press Contact: Charlie Weir


About WeAreNinety:

WeAreNinety is a leading sports marketing collective that specializes in creating impactful, cross-industry partnerships. With a focus on aligning athletes and brands in innovative and meaningful ways, the agency has built a reputation for delivering exceptional results in both traditional sports and esports.

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