A partnership towards common growth within esports
Today, we’re announcing a new commercial partnership between Sheep Esports and Winamax, a leading and fully licensed poker and sports betting platform in Europe, who are looking to expand further in esports.
This marks an important milestone for Sheep Esports as we continue to grow, both in how we cover esports and in how we sustain the work we’re passionate about.
Why a Betting Partner?
We understand that betting sponsors represent some risks, especially since they are still uncommon in the League of Legends ecosystem, unlike traditional sports or games like Counter Strike 2. Naturally, some of our audience might have questions or concerns. That’s why we want to be fully transparent.
Before this partnership, Sheep Esports was not profitable and was losing money each month. Like many independent media outlets, we face the ongoing challenge of building a sustainable business model without compromising our values. Winamax’s support will allow us to:
- Invest more in our content team and tools to strengthen our website and social media presence.
- Deliver more consistent coverage and higher-quality editing for our well-established League of Legends audience.
- Expand our coverage to include VALORANT, where we see a real opportunity.
Why Winamax?
We chose Winamax because they are a licensed and regulated operator, fully compliant with European gambling laws. They hold a long-standing reputation in the poker and betting industry, operating transparently under strong consumer protection standards.
While we had opportunities to partner with other betting brands—some offering more lucrative deals—we carefully evaluated each option and decided to work with Winamax which stood out as a trustworthy and reputable choice.
They also take responsible betting seriously, actively working to combat addiction and using robust verification systems to prevent minors from accessing their platform.
“Esports offer a new way of experiencing competition, entertainment, and spectacle — blending innovation with a strong sense of community. With SHEEP, we see that same creative energy and passion driving a fast-growing ecosystem. At Winamax, we deeply share these values, which makes this partnership both natural and truly exciting.”
— Mathieu Porri, Brand Director at Winamax
What About Responsibility?
This partnership will always be approached with care and transparency.
Here are the legal disclaimers we are required to include in all messaging — and which we fully support beyond simple compliance:
- 🔞Betting is strictly forbidden to minors.
- Playing involves risks: debt, isolation, addiction.
If you believe you can play responsibly, you can bet or play directly on the Winamax website — let us know how your experience goes!
Looking Ahead
Starting in 2026, both LEC and VCT teams will be partnering with betting sponsors, following updated policies from Riot Games. While none have announced a deal yet, many are seriously exploring options for next year.
We’re making a carefully considered decision to ensure Sheep Esports can continue delivering content, without paywalls or compromises to our editorial independence.
We’re committed to doing this the right way: clearly labeled partnerships, no aggressive promotion, and zero influence from sponsors over our coverage.
To our community, thank you for your continued support and for your constructive criticism that helps us improve. Your trust means everything to us. If you have questions or feedback, our inbox and DMs are always open.
—
The Sheep Esports Team
- Sheep Esports -
