Posts Tagged ‘esports’

Kia Corp Sponsors LoL LEC for the Fourth Consecutive Year

Friday, January 21st, 2022
Miami Lakes Kia League of Legends Championship Europe
Miami Lakes Kia League of Legends Championship Europe

Over the years, Kia Corp has been going through some major changes, to the name, to the logo, and to the lineup. During this time, Kia has also found ways to connect with the youth, a smart choice for any company with a shifting demographic. The majority of consumers making up the auto market today are late Gen X consumers, Gen Y consumers (Millennials), and young Gen Z consumers. Those are the people automaker’s need to talk to, and not too long ago, it was clear some of them don’t know a single thing about Millennials – commonly confused with Gen Z. When it comes to the world of video and computer games, that speaks to gamers of all ages, and becoming the official sponsor of the League of Legends European Championship (LEC) has put Kia in the spotlight for the last four years.

“We are delighted to extend our partnership with the LEC, one of the world’s premier eSports leagues…As the LEC’s longest-running main partner, we look forward to deepening our engagement with global eSports fans in 2022, while introducing innovative experiences based on Kia’s brand belief that ‘movement inspires ideas.’” – Hyojung Jung, Kia’s Head of Marketing Communications Group

2022 makes it the fourth year-in-a-row that the Kia Corporation becomes the main automotive partner during the spring and summer LEC seasons in 2022. Held at the Berlin LEC Studio, the spring season lasts from January to April, where defending champions and top contenders will compete, followed by the summer season in July to September. Players will also get their own Kia Player of the Game segment online as a highlight of their skills.

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Kia Motors Connects with Millions of eSports Fans

Wednesday, September 11th, 2019
miami-lakes-kia-motors-league-of-legends-conenct

miami-lakes-kia-motors-league-of-legends-conenct

“FOR DEMACIA!!!”

Yes, we’re back again, talking a little about Kia Motors and their involvement with the League of Legends European Championship (LEC). The LEC needed a sponsor and Kia Motors saw a great opportunity to add another investment in eSports to their portfolio. That’s right, Kia Motors has also played their hand in eSports when they sponsored Counter Logic Gaming’s Rocket League team in the past, the 2018 FIFA World Cup, and the 2019 Australian Open. For the first time, the League of Legends European Championship Summer Finals 2019 is taking place in Athens, and with Kia Motors Corp sponsoring the event, they took the exposure to connect with millions of eSports fans.

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Kia Motors Supports the Youth during the Super Bowl

Tuesday, February 5th, 2019
miami-lakes-kia-motors-great-unknowns-scholarship Promo

miami-lakes-kia-motors-great-unknowns-scholarship Promo

The Super Bowl recently concluded with the New England Patriots taking home the winnings. During this time of year, many product brands and services are able to put together a great commercial that will hopefully burn into the mind of every viewer so that their product and/or service will be remembered for the many months to come. Who still remembers, “WHASSSSUUUUUP?” Say it aloud, and we’re sure someone nearby will respond appropriately. Well, aside from humor, some brands are reaching out a bit more to the youth. One of these automotive brands is Kia Motors.

The Great Unknown

We actually discussed this advertisement by Kia Motors not too long ago, but not at length because it had yet to have its “official” debut. However, like many, Kia unleashed this ad online weeks before the Super Bowl aired. Kia Motors has actually been getting very involved with the youth lately, partnering with South Korean girl group, BLACKPINK, to sponsor their 2019 World Tour, and becoming the official sponsor of the League of Legends European World Championship.

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Kia Motors Sponsors European League of Legends Championship Series

Monday, January 14th, 2019
Miami Lakes Kia League of Legends Championship Europe

Miami Lakes Kia League of Legends Championship Europe

“For Demacia!”

That’s one catch phrase a PC gamer may be familiar with, especially if one of the games they play is the famous “League of Legends”. There was once a time where no one really saw a future in playing video games, much less cash-grabbing tournaments. Now, from all over the world, people put together teams and compete in League of Legends tournaments, making the game an official eSport. If the concept sounds silly, think again, because even Kia Motors is getting into eSports with a partnership with Riot Games, creator of the League of Legends PC game. The new League of Legends European Championship (LEC) needed a sponsor and Kia saw an opportunity to invest.

It’s a smart move. eSports appeal to millions, if not billions of youthful fans around the world. What better way to grab that market, the Millennials and soon generation Z, that grew up with video games and will be entering the auto market if not already? Then Kia Motors decides to not only garner interest in eSports, but decides to back one of the most popular competitive video gaming events out there, the League of Legends European Championship (LEC). That, ladies and gentlemen, is a power move.

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