French esports organisation Team Vitality has announced a two-year partnership with South Korean automotive marque KIA.
As a result of the deal, the two parties will produce a range of content that attempts to engage with fans via a campaign known as ‘The Lane of Movement.’
Primarily focused on League of Legends, KIA will also act as the official supplier of Team Vitality’s LFL and LEC rosters.
Team Vitality is the only European organisation to partner with the marque. However, KIA is certainly no stranger to the esports sector. In January 2023, it renewed its existing deal with the LEC (League of Legends EMEA Championship) to remain the main automotive partner of the competition for a fifth consecutive year.
This also isn’t the first time Team Vitality has partnered with KIA. In July 2021, the two parties first joined forces to promote a new range of electric vehicles. In recent months, Team Vitality continues to secure partnerships for its League of Legends division. In February 2023, the organisation joined forces with supermarket chain ALDI for the launch of its women’s team.
In addition to the content series encouraging fan engagement, the partnershup aims to bring the esports and automotive industries ‘closer together.’ Details on what the content series entails were not disclosed.
Nicolas Maurer, CEO of Team Vitality, spoke on the deal: “We are thrilled to announce our exciting two-year partnership with Kia. This collaboration signifies the convergence of two brands that value excellence, high-performance and technology.
“We look forward to the journey ahead, as we drive League of Legends to new horizons together with Kia, setting new standards and leaving an indelible mark on the industry.”