TK partners with League of Legends
The Techniker Krankenkasse (TK), one of Germany’s largest public health insurers, has been a prominent sponsor of the League of Legends Prime League, the official top-tier esports competition in the DACH region. The partnership reflects TK’s strategic efforts to reach younger, digitally engaged audiences, particularly within the gaming and esports communities.
As part of the sponsorship, TK’s branding appears during live broadcasts of the Prime League, on digital platforms, and in various social media campaigns. The health insurer also uses the partnership to raise awareness around relevant health topics for gamers, including mental well-being, stress management, posture, and sleep hygiene. These messages are often integrated into esports-related content in a way that aligns with the tone and culture of the gaming scene.
The collaboration includes activations with esports influencers and streamers, allowing TK to expand its reach through trusted voices within the community. By engaging with the Prime League audience—largely composed of Gen Z and Millennial viewers—TK aims to improve its visibility and position itself as a modern, accessible healthcare provider.
The partnership is part of a broader trend of non-endemic brands entering the esports space to tap into its growing popularity and cultural relevance among younger demographics.