Kia Motors refuels LEC partnership for 2020 season

14 January 2020


Automobile manufacturer Kia Motors has extended its partnership with Riot Games for the 2020 season of the LEC.

Kia Motors will remain as the presenting sponsor of the ‘Player of the Game’ broadcast segment, additionally it well present two awards at the end of a split.

LEC Kia Motors 2020
Image credit: LEC

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Alban Dechelotte, Head of Sponsorships & New Business EU Esports at Riot Games discussed the renewal in an announcement: “We are excited to expand the collaboration with Kia Motors, which mirrors the direction they took with its other partnership properties – namely with the NBA and the Kia MVP Ladder. This new milestone allows us to keep the strong momentum from 2019 while cementing a narrative for Kia consistent with its partnership portfolio. We also look forward to following the next adventures of our on-air talent episodes with Kia.”

Kia Motors will, once again, activate at LEC’s live finals by showcasing its range of vehicles at events. It will present ‘All-Star Team of the Split’ and ‘MVP of the Split’ throughout the upcoming season.

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Michael Choo, Head of Brand Experience at Kia Motors added: “We at Kia are thrilled to embark on our second season as a main partner of the LEC, and we look forward to building on our successful entry into the world of esports by bringing to life an even greater degree of engagement with fans.

“We believe these brand experiences along with our strong partnership with Riot Games will bolster and add value to the flourishing communities of League of Legends fans around the world while contributing to the continued skyrocketing growth of one of the world’s most sophisticated, cutting-edge professional esports leagues.”

LEC returns for the Spring Split in the 2020 season on January 24th. More partnerships are expected to be announced for the league in the coming days.

Esports Insider says: It’s good to see a renewal of commitment from an automobile giant such as Kia Motors, almost solidifying the fact that the initial partnership was fruitful or, at least, that it showed promise of being beneficial in the near future.

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