NRG Esports secures League of Legends-focused deal with KIA America

12 October 2023


NRG and Kia
Image credit: NGR, via X (@NRGLeague)

North American esports organisation NRG Esports has announced a partnership with KIA America, the American branch of the Korean car maker.

The esports organisation will add Kia’s logo to its NRG official championship jerseys as the team heads into the 2023 League of Legends World Championship in South Korea next week.

ESI Lisbon 2024

The two brands highlighted in a press release that the parties will work together to “reimagine the very essence of esports sponsorships”.

Additionally, the two companies will be working on multiple activations and touchpoints over the next months. This includes the release of exclusive content, including behind-the-scenes looks, exclusive interviews, and interactive segments that connect the world of gaming and driving.

Financial terms of the deal were not disclosed.

KIA has been quite an active brand in the esports space over the years. The South Korean automotive marque renewed its existing partnership with the LEC (League of Legends EMEA Championship) earlier this year, a collaboration that started way back in 2018 when the brand became a ‘main partner’ of the European League. The company is also notably a name sponsor for South Korean esports organisation Dplus KIA.

NRG’s latest sponsorship further proves the synergy between automotive excellence and esports supremacy, as well as Kia’s intention to reach a presence globally through esports and the younger audience.

Founded in 2016, NRG Esports is a well-known esports organisation from North America. The organisation competes in League of Legends, Apex Legends and Rocket League and owns Overwatch League Franchise San Francisco Shock. NRG’s VALORANT roster is also among the ten partner teams competing in the VCT Americas international league.

Davide Xu