Keio Corporation Joins “LJL presented by PLAYBRAIN” as an Official Sponsor - Official LJL Merchandise to be Sold at New Shinjuku Store

2025-05-20

Official LJL merchandise will be sold at **“KEIO eSTATION Shinjuku ”**, scheduled to open on June 20, 2025, in the Keio Mall adjacent to Shinjuku Station.

(Headquarters: Shinagawa-ku, Tokyo; hereafter “PLAYBRAIN”) announces that it will welcome Keio Corporation as an official sponsor of the “League of Legends Japan League presented by PLAYBRAIN” (hereafter “LJL”), an official league for discovering and nurturing the next generation of talent.

Keio Corporation is a company committed to multi-generational interaction and regional revitalization through e-sports. Through this partnership, in addition to LJL distribution-linked measures and fan-oriented campaigns, official LJL merchandise will be sold at “KEIO eSTATION Shinjuku ”, scheduled to open on June 20, 2025, in the Keio Mall adjacent to Shinjuku Station. The facility will also include a distribution room, providing a new area for LJL fans to enjoy.

Message from Keio Corporation

Keio Corporation is working to create a city where multiple generations can interact and thrive through esports. We are doing our utmost to support esports enthusiasts by providing opportunities for esports fans to gather and interact with each other through esports experience events held in cooperation with local governments and the “KEIO CUP” tournament hosted by the company.

KEIO eSTATION Shinjuku (hereafter, KEIO eSTATION), a facility for esports fans, will open in the Keio Mall adjacent to Shinjuku Station, where esports and game-related goods such as official LJL goods and Riot Games-related goods can be purchased. The facility will also host streaming and public viewing events from its broadcast room inside the store.

In addition, an LJL collaboration campaign will be held to celebrate the opening of the facility. For details of the campaign, please visit the official X account of KEIO eSTATION.

About Keio Corporation

The company is a railroad company that mainly operates in Western Tokyo and Northern Kanagawa Prefecture, with the Keio Line starting from Shinjuku and the Inokashira Line starting from Shibuya. The group as a whole is engaged in transportation, distribution, real estate, leisure and services, and other businesses as a lifestyle-related service provider.

We will continue to create attractive towns along our rail lines, support the daily lives of our customers along our rail lines, and continue to take on the challenge of further enhancing value by co-creating with local residents and stakeholders both inside and outside our rail lines in this time of social change.

League of Legends Japan League presented by PLAYBRAIN (LJL)

The League of Legends Japan League Presented by PLAYBRAIN (LJL) is the official Japanese league for the PC online game “League of Legends”. Japan's top teams compete throughout the year in fierce competition for the title of the best in the country.

Starting with the 2025 season, the league underwent a format renewal to increase competitiveness and enthusiasm, including the introduction of an open qualifying system and a new tournament format. The league will continue to evolve together with fans, growing the domestic e-sports scene to produce the next generation of star players.

LoL Esports matches around the world, including the LJL, are streamed live on video streaming platforms online, and can be viewed by all fans free of charge. Since 2025, the LJL is hosted and operated by PLAYBRAIN under a hosting partnership.

About PLAYBRAIN

PLAYBRAIN (株式会社プレイブレーン) is a Japanese marketing company specializing in games and game culture. We help companies and brands involved in gaming enhance their value by supporting them with planning, branding, creative production, promotion, event management, digital marketing tools and merchandising. With a particular strength in the esports field, we are developing activities that promote the growth of the industry and the spread of its culture.

Since its establishment in 2016, the company has brought together professionals from diverse fields including gaming, marketing, and design to contribute to the development of gaming culture in Japan and abroad.