Alain Afflelou has entered its second e-sports partnership in two years. The French optical and hearing-aids retailing group, which is also known as the sponsor of two big French football clubs, is sponsoring the European Masters Spring 2020, an e-sports tournament which is being held by Riot Games from April 22 to May 10, pitting Europe’s top 20 national e-sports teams against one another. This year’s competition is being played online, through the Twitch platform, to comply with Covid-19 quarantines. The Afflelou name features on all of the competition’s visuals and in commercial breaks. Along with Lagardère Sports and Riot, the retail group has also posted related content to its social media channels.