In a significant move affirming its commitment to the esports community, Kia Europe has officially renewed its exclusive sponsorship of the League of Legends EMEA Championship (LEC) for an unprecedented sixth consecutive year.
The renewed partnership, announced on January 12, 2024, comes with a three-year extension, locking in the collaboration until 2026.
League of Legends, a popular team-based MOBA game, stands out as the world's most-watched esports competition, making this extended partnership a strategic move for Kia.
The sponsorship aligns with Kia's modern brand identity, providing a dynamic platform to connect with the diverse and passionate LEC audience.
The 2024 LEC Season is set to kick off on January 13 at the Riot Games Arena in Berlin, Germany. The pinnacle of the season, the 2024 LEC Season Finals, will be hosted in Munich, Germany, in late August.
Kia will play a pivotal role as the presenting partner for three prestigious LEC awards, recognizing exceptional players: the Kia All-Pro Team, Kia Player of the Game, and the Kia 2024 Season MVP.
David Hilbert, Marketing Director at Kia Europe, expressed enthusiasm about the continued collaboration, stating, "We are excited to continue being involved in the League of Legends EMEA Championship, the competitive gaming league that sets the benchmark for esports. We look forward to offering more unique experiences to League of Legends fans in the years ahead."
Charlie Allen, Director of Commercial Partnerships EMEA at Riot Games, reflected on the enduring partnership, saying, "This will be the sixth year that Kia has been a Main Partner of the LEC, and we couldn't be happier with what we've achieved together. Our partnership not only demonstrates Kia's commitment to esports, but it also contributes to the sustainability of the LEC as a whole."
The collaboration between Kia and LEC extends beyond the gaming arena, fostering innovation and creativity while delivering enjoyable experiences to esports enthusiasts.
As esports continues its rapid global growth, Kia's extended sponsorship ensures a continued presence at the forefront of this dynamic and evolving industry.