Posts Tagged ‘Fnatic’

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.