Posts Tagged ‘league of legends european champion’

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 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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