# Esports Rideshare Partnerships League of Legends LTA Teams Up with Uber On a Multi-Year Deal By Kanesa D | Published 2025-01-31 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/league-of-legends-lta References: [esportsinsider](https://esportsinsider.com/2025/01/lta-uber-league-of-legends-partnership) & [uber](https://www.uber.com/ca/en/)  The League of Legends Championship of the Americas (LTA) has secured a multi-year partnership with Uber, naming the company its [official rideshare and on-demand delivery partner](https://www.trendhunter.com/trends/discounted-rideshare). As part of the collaboration, LTA North fans can enjoy exclusive perks, including discounts and access to the Uber Hextech Chest game available to [Uber One](https://www.trendhunter.com/trends/grocery-network) members. Additionally, viewers tuning in live will receive drops featuring limited-time promotions and in-game content. During matches, the LTA broadcast will also introduce an ‘[Eats](https://www.trendhunter.com/trends/go-get) Button,' which directs fans to a dedicated Uber Eats hub where they can unlock special discounts on food orders. “Adding Uber as an official partner for the LTA inaugural season is such a win for our pros and fans,” commented Mark Zimmerman, LTA Commissioner. “Uber embodies what it means to be a transformational brand, completely changing the game in how we connect daily to the people, places, and products, and we’re excited to tap into that spirit to deliver next-level experiences to our fans.” Image Credit: Riot Games, Uber ## Trend Insights (Trend Hunter) - Score: 5.4/10 - Popularity: 59% | Activity: 68% | Freshness: 34% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) ## Key Themes ### Why This Trend Is Growing - **Esports-gaming Promotion Integration:** Partnerships such as LTA and Uber's create unique in-game content and special promotions to enrich the viewer's experience. - **On-demand Delivery in Sports Events:** The incorporation of a dedicated 'Eats Button' during live broadcasts enhances viewer engagement by providing immediate service actions like food ordering. - **Exclusive Member Advantage Programs:** Offering benefits like Uber's Hextech Chest game for Uber One members incentivizes subscriptions and adds value to fan loyalty programs. ### Industries Being Reshaped - **Esports:** Emerging collaborations with brands like Uber are transforming competitive gaming events into immersive entertainment ecosystems. - **Rideshare Services:** Innovative alliances with esports organizations position rideshare companies as pivotal facilitators in the fan experience. - **On-demand Food Delivery:** Integrated digital engagements, such as meal ordering during esports streams, expand the scope and reach of food delivery services. ## Related on Trend Hunter - [Latin American eSports Partnerships](https://www.trendhunter.com/trends/liga-latinoamerica.md) - [Esports Championship Activations](https://www.trendhunter.com/trends/just-eat-1.md) - [European Esports Trophy Tours](https://www.trendhunter.com/trends/mercedes-benz-3.md) - [Esports Automotive Deals](https://www.trendhunter.com/trends/team-vitality-3.md) - [Automaker Esports Deals](https://www.trendhunter.com/trends/t1.md) - [Esports Cryptocurrency Partnerships](https://www.trendhunter.com/trends/riot-games-coinbase.md) - [Transportation-Focused Esports Deals](https://www.trendhunter.com/trends/dribe.md) - [Esports Game Partnerships](https://www.trendhunter.com/trends/team-liquid.md) - [Esports Development Partnerships](https://www.trendhunter.com/trends/riot-games-6.md)