LEC drives renewed partnership with KIA for 2021 season

18 January 2021


The League of Legends European Championship (LEC) has extended its partnership with South Korean automobile manufacturer Kia Motors for its 2021 season.

Image credit: LEC

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Kia has been a key supporter of the LEC since 2019, with the renewal marking the brand’s third consecutive year as a partner. The collaboration will continue to bring fans ‘spectacular content’ produced at the LEC studio. This year the partnerships will utilise Kia’s revitalised branding and logo.

Michael Choo, Head of Brand Experience Team at Kia, commented on the partnership in a release: “Through our renewed partnership with LEC, one of the world’s premier esports tournaments, we look forward to actively engaging with and introducing the new Kia brand to global esports fans.

“We are especially excited to see our recently revealed new corporate logo appear in the League of Legends in-game map, Summoner’s Rift.”

In previous years, Kia has activated at the LEC finals by showcasing its range of vehicles to viewers and fans. It has additionally presented both the ‘All-Star Team of the Split’ and ‘MVP of the Split’ awards throughout the season.

In 2021, it’s said Kia will look to further enhance the LEC experience through greater community activities, which fans can expect to learn more about in the coming weeks.

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Alban Dechelotte, Head of Sponsorships & New Business EU Esports at Riot Games added: “We are humbled to see Kia coming back to the LEC for the third year in a row, and to see the LEC among its prestigious portfolio of partnership properties, such as the Australian Open and FIFA.

“Most notably, we are thankful for Kia’s trust in the LEC to be a springboard for their core values of change and innovation, especially in this pivotal year for the automotive manufacturer.”

In 2020, Kia had hit the throttle on its presence in esports, inking several partnerships in addition to its renewal with the LEC. This includes a partnership with Rogue’s LEC roster and South American organisation Thunder Predator in which Kia outlined its ‘global commitment’ to supporting esports.

Esports Insider says: It’s clear the automobile manufacturer sees value in the esports industry through its continued support in the space through several deals, many of which have been inked in the last twelve months. It seems the automobile manufacturer has shown a particular interest in League of Legends, though we are curious to see if Kia will opt to invest in other areas of the industry.