North American LCS Players Association partners with OneTeam to enhance player rights and business opportunities
In an effort to empower North American League of Legends professional players and provide them with more control over their careers in the esports industry, the LCS Players Association (LCSPA) has entered into a multi-year partnership with OneTeam. This partnership aims to manage and commercialize the group rights for all 100 LCS and Academy players.
According to LCSPA Executive Director Phillip Aram, the group rights program will ensure sustainability and independence for the association. OneTeam, known for its expertise in group licensing across traditional professional and collegiate sports, will apply their knowledge to the new LCSPA program.
OneTeam, which represents various commercial businesses on behalf of athletes, including the NFLPA, MLBPA, MLSPA, the U.S. Women’s National Team PA, and the WNBPA, will help maximize the value of players’ rights through different avenues. This includes increasing the value of players’ name, image, and likeness in digital games, trading cards, and merchandise. OneTeam will also facilitate connections and opportunities with brands for sponsorships, athlete marketing, content creation, and digital marketing.
Marty Strenczewilk, OneTeam’s competitive gaming head, emphasized the size of the LCS fan base, comparing it to that of established traditional sports. Strenczewilk believes that LCS players deserve the same business opportunities as athletes in traditional sports.
The LCSPA, established in 2017 to strengthen bargaining power for North American pros, has made significant strides in advocating for players. This includes establishing the first esports player contract database in 2018 and creating the exclusive Champion’s Queue super-server for LCS players and aspiring pros. However, the partnership with OneTeam represents a major step for the association in its quest to provide greater power to the player base.
LCSPA President Darshan Upadhyaya expressed excitement about the partnership, stating that it will protect players’ rights and financially benefit them. Additionally, Upadhyaya believes that this partnership sets the foundation for the LCSPA to serve as an independent force for player welfare in the years to come.
By entering this partnership with OneTeam, the LCSPA aims to enhance player rights and create better business opportunities for North American LCS players.
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