Schalke 04’s PR Work Has Been Fantastic and Deserves More Praise

In recent months, there has been an ongoing discussion about the EU LCS allegedly not being interesting enough to follow – with many fans pointing towards the “lack of personality”, insufficient support from Riot themselves, and an absence of behind-the-scenes content from the EU teams as well.

Although some players like Jankos have spoken out against the “lack of personality”-claim, both Riot’s EU support and the lack of content from participating teams has been questionable. But there is a light at the end of the tunnel. 

That light is Schalke 04.

Ever since the prestigious football club re-entered the highest League of Legends division, their PR work has been nothing short of amazing. For starters, they presented their new League of Legends team to their army of 56,392 football fans before the DFB Pokalspiel against FC Cologne:

Additionally, Schalke 04 showed us that their League of Legends team is not just a subjection that gets represented once at an important live event, but that the players and fans themselves also realize what the name “Schalke 04” stands for: A legacy that has been built for over a century. Everything from the cinematography from the message itself is of very high quality – only rivalled by productions from Riot themselves.

From making the players bootcamp in the Veltins-Arena, teaching them about the history of the club, to hanging their jerseys up in the official locker rooms; all of these actions show that Schalke 04 esports is not just a sub-section created to get attention from youngsters. But that the esports team truly represent the club and its fans. With all the benefits and pressure that comes with it.

But Schalke’s PR is not only noteworthy in terms of quality. They also have mastered the art of the shitpost. As seen by them providing Meme pictures for future fan use:

Repping Dragon Ball Z references:

Delivering quality video memes:

To them even going as far as roasting their own players:

Schalke 04’s Twitter account is worthy of an Italian Kiss.

Over the past months, teams such as G2 and Misfits have upped their Social Media game by quite a bit. Fnatic have always delivered high quality content, the Unicorns of Love had Romain, Roccat have their reddit guy. But only half the EU LCS teams created noteworthy content, and half of them didn’t deliver anything out of the ordinary – Schalke 04 however has shown the fans what could be possible with the right mindset and dedication.

I wouldn’t mind more EU LCS teams joining in on this.

Or at least upgrade their meme game.

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Darius Matuschak

Darius is an esports journalist trying to nurture esports culture whenever possible. He got into esports while finishing his Bachelor in Journalism, and has been a regular EU LCS attendee since January 2017.

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