Kia America Becomes the Official Sponsor of the League of Legends Championship

January 18th, 2024 by

In 2023, Kia America announced its sponsorship of the popular multiplayer online game League of Legends for another year. Kia and League of Legends have had a great relationship for the last five years, releasing ads to market both and reap mutually beneficial rewards. The last ad was a part of the “Stay true to your lane” campaign to celebrate the continuation of the Kia and League of Legends EMEA Championship (LEC) partnership. Going even further, Kia America and Riot Games announced today a partnership that will deeply integrate Kia across the League Championship Series competition as the now official sponsor.

It’s a good deal. Any competitor automaker or another brand could come along and pay a larger sum to the LEC one day and push Kia America aside. This new partnership integrates the Kia name into the LEC with virtual and in-person experiences to remind the fans who’s the one brand that connects with the fans in terms of eSports. The automaker is also sponsoring the life-action sport tennis with the Australian Open 2024, currently in play.

“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.” – Russell Wager, vice president, marketing, Kia America

The new partnership will help integrate Kia into the LCS in a number of ways. One of the very cool benefits for those interested in the game is the (1) multi-lane camera view. League of Legends is played on a map made up of three major lanes, plus paths through marshlands. Being able to see what’s happening in each lane simultaneously through different POVs will be a nice benefit for viewers and Kia, the first-ever sponsor for the multi-lane camera view. (2) Kia will also have digital, in-game banners in the top lane – most likely during the LEC, not every copy of the game downloaded.

(3) Kia will be presenting several awards, such as the fan-favorite annual LCS MVP award to celebrate the LCS’s best-performing player, (4) the LCS Rookie of the Year Award to celebrate the best new player to the LCS, and (5) the Kia LCS All-Pro Team to recognize the best player in each position. (6) Broadcast of the LCES will integrate advertisement and logo placement for Kia America. Lately, much of the marketing has been focused on the Kia EV9 all-electric SUV.

Kia’s technological advancement of the Kia EV9 is the second battery-electric vehicle to come to the States. The Kia EV6 was the first, and set the fire to the match stick for the future electric lineup of the Kia Corp. We’re hoping the next one will be the Kia EV5, presumably the sports car of the BEV models. We’ve also heard about the sustainable materials used to make the EV3 and EV4 models, so there’s definitely some headway being made for the new all-electric model line.

Want to stay up to date and learn more about what the Kia Corp and Kia America is up to? Follow along with us on Miami Lakes Automall social media. You can also find the Kia EV6 and Kia EV9 at Miami Lakes Automall today.

Photo Source/Copyright: Kia Corp
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