Kia to Sponsor League of Legends European Championship
- Kia will be the official automotive sponsor for the League of Legends European Championship (LEC) as it moves into its inaugural season.
- The Korean car brand will also create an original content series with Fnatic, one of the teams competing in the competition.
- This follows Audi’s sponsorship agreement with LEC team Origen, and Tencent’s confirmation that Mercedes-Benz will remain the top sponsor for China’s professional competition in 2019.
Kia Motors has announced it will sponsor of Riot Games’ top European League of Legends competition throughout 2019. As part of the deal, Kia will be the presenting sponsor of the “Player of the Game” segment in league broadcasts. Financial terms were not disclosed.
Kia will be the presenting sponsor of the “Player of the Game” segment in league broadcasts.
The Korean automobile brand marked the partnership with a new promotional film titled “Ready to Play,” which features this year’s LEC casting talent heading out to the competition in a Kia Stinger model car. According to the announcement, Kia will create more digital marketing content throughout 2019, and host promotional booths at LEC roadshow events.
“Kia is already well-known for its sports sponsorships, and this partnership represents another marketing innovation from the brand. In parallel with our ties to more traditional sports this esports sponsorship will demonstrate how Kia supports the lives and lifestyles of a younger generation of digital natives,” said Yong-Won Cho, Senior Vice President and CMO at Kia Motors, in a statement.
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Kia is also working with esports media company DBLTAP, in partnership with Dextero, to release a new content series featuring LEC team Fnatic . Today’s announcement follows news that Audi would sponsor LEC team Origen as part of a three-year deal with RFRSH Entertainment , and that Mercedes-Benz would stay on as the top sponsor for the game’s professional competition in China; the League of Legends Pro League (LPL).
“We are excited to partner with Kia and join a prestigious list of events and sports brands as we enter a new era for the League of Legends European Championship, which is the leading esport league in Europe,” said Alban Dechelotte, Head of Sponsorships and Business Development at Riot Games EU. “We look forward to working together with Kia to provide an experience that money can’t buy for all League of Legends players across Europe.”
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