Game publisher Riot Games has secured a partnership with the American branch of Korean automotive maker Kia ahead of the 2024 North American League Championship Series (LCS) season.
According to a release, the deal will see the brand be integrated across the entire competition with both virtual and in-person experiences.
Kia will become the first-ever sponsor to be featured in the multi-lane camera view and the brand will also have its own digital, in-game banners on the top side of Summoner’s Rift, the map used for League of Legends esports competitions. The sponsorship also includes broadcast integration such as advertisement and logo placements.
Additionally, the car brand will present both the annual LCS MVP award, the LCS All-Pro Team, as well as the LCS Rookie of the Year award, celebrating the best-performing players during the season.
Kia has been an active player in the esports industry for quite some time already with the company notably teaming up the LEC (League of Legends EMEA Championship) for previous editions. Last year, the automotive brand also secured team partnerships with Team Vitality as well as DAMWON Gaming.
Kia America also started expanding its presence in the esports space during Worlds 2023 by partnering up with LCS teams NRG Esports and Cloud9. Now, the brand has become a partner of the entire North American league.
Russell Wager, vice president of marketing at Kia America, commented: “Like Kia, esports is experiencing incredible growth and this partnership with Riot Games and the League Championship Series is rooted in creating authentic and impactful engagements and interactions with players and fans.
“As the first automotive brand in esports to partner with both the LCS as well as multiple high-profile teams, Kia is all-in on esports, and we are excited to join this vibrant and passionate community.”
With the LCS being reduced to an eight-team league due to Evil Geniuses and Golden Guardians leaving, the competition will kick off on Saturday, January 20.