ES Noachu: "We're absolutely not sure to be able to play in the LFL"

Noachu opens up in an exclusive interview about the conditions for Esprit Shônen’s entry into the LFL.

🇬🇧English

"We aim for, around €275,000 to €300,000 [...] We’re at about 45% of the target sum"

After an almost flawless year in LFL Division 2, Esprit Shônen emerged victorious in the Up & Down tournament, securing its place in the 2026 season of France’s League of Legends elite, the LFL. Yet this promotion poses a significant structural challenge for the organization. According to CEO and influencer Ayoub "Noachu" Ait Baalla, Esprit Shônen will only take part in the LFL if the club succeeds in securing the resources necessary to match its lofty ambitions: winning the LFL, but also the EMEA Masters.

You’ve had an almost perfect year in Division 2. Did you expect things to go this well at the start of the season?

Ayoub "Noachu" Ait Baalla: "Yes, because we had already spent a year in Division 2. For 2024 we were accepted very late and ended up merging with MS Company, since our initial application had been rejected by Webedia. On paper, our proposal was strong — we had the budget — but it still got turned down. We therefore joined forces with MS and, in terms of personalities and mentality, it was incredible. But that first year, we only started working two weeks before the split began. So we had to pick up players we probably wouldn’t have chosen if we’d had time to properly build a roster to win. We did what we could. This year, with the roster we assembled, the ambition was clear — to dominate. We had this sense of destiny: it was either this year or we’d walk away from esports altogether. So we gave everything we had, and we’re incredibly proud of the result. We had a team that truly shared that mindset and ambition. I’m genuinely thrilled that we managed to, as they say, “take it all” — and that we’re finally entering the LFL through the front door.

The gap between Division 2 and the LFL can be steep. Do you feel ready for promotion?

Noachu: To be completely honest, we're absolutely not sure to be able to play in the LFL. We have a foundation, but not one strong enough to be stable or even competitive in the LFL as things stand. I don’t want to just show up and barely scrape through the year. I don’t want to be there just for the name or the logo. I’ll only launch the project if the funding is truly there. If it isn’t, that’s fine — it’s been a beautiful adventure, and I’ll have done everything I could. We have some promising leads, but no finalized deals. I’m tough when it comes to business because my faith plays a big role — I refuse certain types of partnerships. I want to work with brands that genuinely fit our identity, with whom I can build a long-term story, something authentic. That’s not the easiest path for business or for success in the LFL, but it’s the one we chose from day one. I just hope we can hold onto it for as long as possible. And if, one day, we have to make compromises, I’ll do it — out of love for the project.

Do you want to continue the story of your “shōnen” with the same roster?

Noachu: I’d love to keep the same roster. We’ve written this story together, and I’d like to see it through with them. But right now, we’re not even sure we’ll be there next year, so I can’t ask them to sign anything without that certainty. Unfortunately, that means we’ll likely have to rebuild. Still, if there’s a chance to keep some of them, we will — for the story, and because that’s the spirit of shōnen. I’d love to prove that the players I brought in simply never got their shot, and that they’re fully capable of competing in the LFL. If we make it up, I’m almost certain some will stay — some players have sworn loyalty to us. They’ll stick around unless the project collapses. In that case, we’ll help them find new teams, and I’ll just follow their careers as a fan. I know that as long as we haven’t said the project is over, those players won’t sign elsewhere. But the day we officially step away, they’ll move on — and I’ll wish them all the success in the world.

You claim a strong identity. What would Esprit Shōnen bring to the league?

Noachu: In terms of content creation from teams, I think things are pretty minimal right now. With Esprit Shōnen, I have a clear vision — we’re going to bring cinema to the screen. I’d love to live a full LFL season just to show what a team truly committed to creative content can produce. Not just gameday posts, wins and losses, or the usual “GGs” on social media — we want to build a story. That’s what I do best: telling stories.

When you embody the “shōnen spirit,” is losing easier to accept? After all, defeat is often where those stories begin.

Noachu: Absolutely. Losing is part of the adventure. I’ll embrace defeats the same way I do victories, even if I’d like to end on a high note. Failure isn’t a curse — it’s necessary. It’s cliché, but it’s true: success is born from failure. Without losing, you never really know where you stand. If you only ever win, the day you fail, you’re lost — it’s not part of the plan. Defeat teaches you, and for me, that’s vital.

Was the LFL always the ultimate goal for Esprit Shōnen on League of Legends?

Noachu: Absolutely. From the very first year, the LFL was the target. But in true shōnen fashion, we had to stumble before achieving something greater — so we made it in year two, and through the front door. The goal is to reach the LFL, and maybe one day touch the EMEA Masters — even win them. Ideally, we’d be so compelling in our first year that we’d open, even slightly, the tiniest window — and I mean tiny, like 0.00001% — toward brands who might believe in us for a dfuture LEC angle. That’s obviously a long-term dream, four or five years away, and we know how expensive that is. We’re not delusional about who we are. We don’t even have the means yet for one LFL season. Mentioning the LEC is more symbolic — it’s about the ambition to build a community so strong and so true to my vision that, one day, we can achieve anything.

Does building that identity take precedence over competitive results?

Noachu: It’s really a fusion of both. Let’s say next year we completely flop — but people remember us because of our identity, our communication, and the story we told. That would still be a victory in my eyes. Last year, I felt like the LFL had lost some visibility. I didn’t see it much on social media or Twitch. Maybe that’s the after-effect of Karmine Corp moving to the LEC, which naturally drew the spotlight away. But for me, restoring the LFL’s shine is important — and I believe we have what it takes to do it.

Does this strong identity help you attract players?

Noachu: I talk a lot with players at the start. I sell them a story. I tell them they’re not just joining a team — they’re joining an adventure, becoming one of our soldiers. It’s not just about scrims and matches, then going back to solo queue. It goes deeper than that. Players respond to that. We’ve built a lot of fun moments together, and I love that. Because I know that once a player leaves Esprit Shōnen, he’ll never speak ill of us. He’ll never tarnish our name or our image.

When will you know more about your potential presence in the LFL next year?

Noachu: In the coming weeks. We need to submit a preliminary budget soon to show that we’re ready — or getting close. Honestly, around November 10–15, we’ll need to lock things in and make a final call. So we’ve got about a month. We have a lot of discussions, emails, and negotiations ongoing — some big, some smaller, but all meaningful. By mid-November, we should know whether Esprit Shōnen will be part of the LFL.

If you do play in the LFL, what will your ambitions be for your first season?

Noachu: I’ll only launch the project if we can truly be competitive. If we’re in for Year 1, the goal is to win splits and win the EMEA Masters. That’s not arrogance — it’s confidence in the work we plan to do and the budget we aim for, around €275,000 to €300,000. Some teams start with mid-tier rosters they don’t fully believe in — it’s like flipping a coin and hoping for the best. That’s not us. We have a clear, strict vision. We want players who truly want to win and have the ability to do so. If we finish fifth or even third, that would still be a sporting failure, because that’s not the ambition of our coaches or staff. I genuinely believe the players I have now can win the LFL — and perform at EMEA Masters. I know it’s hard to believe for a Division 2 team, but I know what my players are capable of. If we entered the LFL with this roster, I think people would be surprised. We already gave a small taste with our top 9 finish during the Up & Down.

You mentioned a target budget between €275,000 and €300,000. Where do you currently stand?

Noachu: We’re at about 45% of the target sum. Even if we reach 60% or 70%, we won’t start the year. We refuse to end up like teams that couldn’t pay their players or ran into financial trouble. We need margin — a safety net. If we have to cut corners and stress every week about money, it’s not worth it.

Aren’t you afraid of entering the transfer market too late if you can only begin in mid-November?

Noachu: That’s the biggest concern. If we start late and miss out on our ideal roster for the first split, I believe — and this is something I take full responsibility for — that we’ll still be so creative, so cinematic in our storytelling that we’ll become an attractive destination for players. Even if we miss the first split, with three splits in total, we’ll bounce back in Split 2 or 3. I’m almost certain of it.

If promotion doesn’t happen, would you consider another year in Division 2?

Noachu: Absolutely not. If we can’t move up, even after winning, simply because we don’t have the means — that’s it. I’ll bow out and walk away."

Header Photo Credit: Noachu