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Kia confirms its commitment to the League of Legends EMEA Championship (LEC) as the Main Automotive Partner as the esports industry continues to grow rapidly. This three-year extension will take the cooperation into the esports space until 2026, when it will have been working together for six years in a row.
League of Legends is the most watched competition in a world where esports is the fastest-growing sport. More than just a business partnership, Kia’s ongoing sponsorship represents the congruent fusion of the automaker’s modern values with the varied LEC consumer base. Because of their mutual love of esports, generations come together to form a vibrant center.
Kia becomes a more prominent position when the Riot Games Arena in Berlin, Germany hosts the opening of the 2024 LEC Season on January 13. The carmaker will serve as the presenting partner for three distinguished LEC awards that recognize outstanding player performance: the Kia Player of the Game, the Kia All-Pro Team, and the Kia 2024 Season MVP. Additionally, Kia will be present at the trophy presentation, which will bring a dash of automotive style to the 2024 LEC Season Finals in Munich, Germany.
The brand is excited, as stated by David Hilbert, Marketing Director at Kia Europe: “We look forward to offering more unique experiences to League of Legends fans in the years ahead.” This opinion is in line with Kia’s dedication to enhancing fan participation and improving the esports experience.
The long-lasting agreement was considered by Riot Games’ Charlie Allen, Director of Commercial Partnerships EMEA, who said, “Our partnership not only demonstrates Kia’s commitment to esports, but it also contributes to the sustainability of the LEC as a whole.” This relationship places Kia and LEC at the forefront of the ever-changing esports landscape, as the epicenter of innovation and creativity, guaranteeing fans long-lasting delight.