Kia has renewed its partnership with the League of Legends EMEA Championship (LEC) as its exclusive main automotive partner for the sixth consecutive year. This three-year extension takes the sponsorship through to 2026. With esports being the fastest growing sport in the world, League of Legends is currently the most watched esports competition in the world. The synergy between the brand and technology enthusiasts helps to create a meeting place of great diversity bringing together different generations around a common interest.

The 2024 LEC season will officially begin on January 13 at the Riot Games Arena in Berlin, Germany. The 2024 season finals will take place at the end of August in Munich, Germany. Starting this season, Kia will partner with three LEC awards, given to the most outstanding players: the Kia All-Pro Team, the Kia Player of the Game and the Kia 2024 Season MVP (most valuable player). In addition, Kia will also be a partner of the trophy ceremony, at the end of the 2024 LEC season finale.

“We are delighted to continue our involvement in the League of Legends EMEA Championship, which sets the benchmark for esports,” said David Hilbert, Marketing Director at Kia Europe. We look forward to bringing unique experiences to League of Legends fans in the years to come. »

“This will be Kia’s sixth year as a Principal Partner of the LEC, and we couldn’t be happier with what we’ve accomplished together,” commented Charlie Allen, Director of Commercial Partnerships EMEA at Riot Games. “Our partnership not only demonstrates Kia’s commitment to esports, but it also contributes to the sustainability of the LEC as a whole. Strengthening key relationships like this allows us to stay at the forefront of innovation and creativity and continue to deliver entertaining and enjoyable experiences for our fans.