Kia Europe has announced the renewal of its exclusive sponsorship of the League of Legends EMEA Championship (LEC) as the Main Automotive Partner. This marks the sixth consecutive year of partnership, with the agreement extending through 2026.
League of Legends stands out as the most-watched esports competition worldwide. The alignment of Kia’s modern image with the LEC audience creates a diverse meeting ground that connects different generations through a shared interest. The official commencement of the 2024 LEC Season is scheduled for January 13 at the Riot Games Arena in Berlin, Germany. The season will conclude with the 2024 LEC Season Finals in Munich, Germany, at the end of August.
In the upcoming season, Kia will be the presenting partner for three prestigious LEC awards: the Kia All-Pro Team, Kia Player of the Game, and the Kia 2024 Season MVP (Most Valuable Player). Additionally, Kia will present the trophy ceremony after the 2024 LEC Season Finals.
David Hilbert, Marketing Director at Kia Europe, expressed excitement about the continued involvement in the League of Legends EMEA Championship, emphasizing the league’s status as the benchmark for esports. Hilbert looks forward to providing unique experiences to League of Legends fans in the coming years.
Charlie Allen, Director of Commercial Partnerships EMEA at Riot Games, acknowledged the successful six-year partnership with Kia. He highlighted Kia’s commitment to esports, emphasizing its contribution to the overall sustainability of the LEC. Allen sees such partnerships as crucial to staying at the forefront of innovation and creativity, ensuring the delivery of enjoyable experiences to fans.
