South Korean automotive marque Kia Motors has extended its partnership with the League of Legends European Championship (LEC) for the 2022 season.
As a result, the marque has been named the LEC’s Main Automotive Partner for a fourth consecutive year.
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KIA will continue to sponsor the ‘Player of the Game’ broadcast segment alongside joining forces with Riot Games to offer fans ‘unique experiences’ throughout the Spring and Summer seasons. Details on the fan activations were not disclosed.
Hyojung Jung, Vice President and Head of Global Marketing Communications at KIA Motors, spoke on the extension: “We are delighted to extend our partnership with the LEC, one of the world’s premier esports leagues. As the LEC’s longest-running main partner, we look forward to deepening our engagement with global esports fans in 2022, while introducing innovative experiences based on Kia’s brand belief that movement inspires ideas.”
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The renewal marks the second deal for the LEC in 2022. Earlier this month, it was revealed that LG UltraGear would be the league’s official gaming monitor partner for 2022 and 2023. KIA is one of three Main Partners alongside retail banking company Erste Group and Nestlé brand Kit Kat.
Eva Suàrez, Head of Partnerships and Business Development, Esports Europe and MENA at Riot Games, added: “Kia was the first Main Partner to join the LEC since its rebranding, and we’re thankful for the automotive manufacturer to have been by the league’s side for the fourth year in a row.”
“Kia’s uncompromising focus on innovation and its relentless commitment in creating engaging, compelling content for the LEC audience were instrumental to the LEC’s success, and we cannot wait to see what our collaboration will bring to the 2022 season.”
Esports Insider says: The LEC retaining KIA Motors for a fourth consecutive year shows that the two parties are mutually benefitting from this collaboration. The automotive marque gains exposure from a huge audience while the league continues to build an extensive portfolio of partners.