South Korean automotive marque KIA has renewed its existing partnership with the LEC (League of Legends EMEA Championship) for the 2023 season.
The renewal means KIA will remain the main automotive partner of the competition for a fifth consecutive year.
KIA will continue to collaborate with the LEC on numerous activations including the Mic Check series that shares highlights from the competition. In addition, the marque will launch in-game giveaways and include its logo on-stream and within the League of Legends map.
The 2023 LEC season began on January 21st with the opening matches of the Winter Split. The eventual winner of the split will secure a place at the Mid-Season Invitational (MSI), alongside second place, and qualify for the LEC Finals which will take place in Montpellier, France.
Prior to the start of the Winter Split, Riot Games has continued extending and securing partnerships ahead of the new season. Alongside KIA, the likes of LG UltraGear and poster manufacturer Displate will also sponsor the LEC over the course of 2023.
KIA’s collaboration with the LEC has existed since 2018 when the marque was named the first ‘Main Partner; of the competition following its rebranding from the European League of Legends Championship Series (EU LCS).
Jason Jeong, President of KIA Europe, spoke on the extension: “We are excited to extend our partnership with the League of Legends EMEA Championship, one of the largest and fastest growing esports platforms in the world.
“We look forward to further connecting with, and bringing further innovation to the esports community in 2023 as a long-standing sponsor.”
