Riot asks League of Legends teams to pull G2A branding

League of Legends developer Riot appears to be going to war with online key seller G2A.com.

The Daily Dot reports that the studio recently asked teams sponsored by the retailer at the 2015 League of Legends World Championships to remove its branding from their shirts and merchandise. And the teams have obliged, too.

The reason Riot is disgruntled with G2A is because the site openly sells LoL accounts and boosting packs, both of which violate the game’s T&Cs. G2 A has in turn said that should the dispute not be resolved it will be dropping all of its LoL sponsorship agreements.

Riot’s J Eckert said on Reddit that the studio currently doesn’t intend to lift the ban and that it isn’t going to compromise our values on that one in the sake of preserving the sponsorships”.

Added Eckert: This was NOT a decision we made lightly, and came after many weeks of back and fourth conversations with G2A to find a resolution, which we were not able to reach an agreement on. We do not at all enjoy affecting the income of the teams, but the LCS rules include guidelines specifically against this sort of thing. We did however keep teams in the loop during the process in an attempt to avoid any surprises.”

The Daily Dot also points out that fellow key reseller Kinguin recently dropped its sponsorship of several eSports teams including Fnatic, Team SoloMid, Nihilum and Enemy, as well as selling its Counter Strike team.