Partnerships & Sponsorships

KIA extends LEC partnership for 2022

South Korean automotive marque Kia Motors has prolonged its partnership with the League of Legends European Championship (LEC) for the 2022 season.

Because of this, the marque would be the Essential Automotive Associate of the LEC for the fourth consecutive 12 months.

Picture credit score: LEC, KIA Motors

RELATED: LEC names LG UltraGear as gaming monitor accomplice

KIA will proceed to sponsor the ‘Participant of the Recreation’ broadcast section alongside becoming a member of forces with Riot Video games to supply followers ‘distinctive experiences’ all through the Spring and Summer time seasons. Particulars on the fan activations weren’t disclosed.

Hyojung Jung, Vice President and Head of World Advertising Communications at KIA Motors, spoke on the extension: “We’re delighted to increase our partnership with the LEC, one of many world’s premier esports leagues. Because the LEC’s longest-running primary accomplice, we sit up for deepening our engagement with international esports followers in 2022, whereas introducing progressive experiences primarily based on Kia’s model perception that motion evokes concepts.”

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The renewal marks the second deal for the LEC in 2022. Earlier this month, it was revealed that LG UltraGear can be the league’s official gaming monitor accomplice for 2022 and 2023. KIA is certainly one of three Essential Companions alongside retail banking firm Erste Group and Nestlé model Package Kat.

Eva Suàrez, Head of Partnerships and Enterprise Improvement, Esports Europe and MENA at Riot Video games, added: “Kia was the primary Essential Associate to hitch the LEC since its rebranding, and we’re grateful for the automotive producer to have been by the league’s aspect for the fourth 12 months in a row.”

“Kia’s uncompromising give attention to innovation and its relentless dedication in creating partaking, compelling content material for the LEC viewers had been instrumental to the LEC’s success, and we can’t wait to see what our collaboration will convey to the 2022 season.”

Esports Insider says: The LEC retaining KIA Motors for a fourth consecutive 12 months exhibits that the 2 events are mutually benefitting from this collaboration. The automotive marque good points publicity from an enormous viewers whereas the league continues to construct an intensive portfolio of companions.

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