Kia Motors partner with the LEC for 2019
The League of Legends European Championship (LEC) and Kia Motors have entered a partnership for the 2019 season. The car manufacturer will feature in various parts of the broadcast.
Kia Motors are familiar with league partnerships, as they are the official automotive partner of the National Basketball Association (NBA) and the Ladies Professional Golf Association. They also sponsor a wide array of NBA teams as well as future hall-of-famer LeBron James.
The sponsorship follows a similar layout to their NBA deal: they will feature on broadcast segments, such as ‘Player of the Game.’ The extent at which they will feature in other segments is unknown. However, they will help produce a video series alongside DBLTAP, in partnership with Dexerto. Cho Yong-Won, Senior Vice President and CMO at Kia Motors, said the following on an Esports Insider release:
This esports sponsorship will demonstrate how Kia supports the lives and lifestyles of a younger generation of digital natives. Our inaugural film, featuring some of the most well-known League of Legends casters, celebrates the start of a new and exciting era for Kia Motors and esports.
The partnership is significant for the LEC as the league makes its first move towards sustainability. In fact, if the league becomes sustainable, it would hugely enhance the prospects of other leagues within Europe. Alban Dechelotte, Head of Sponsorships and Business Development at Riot Games EU had the following to say about the sponsorship:
We are excited to partner with Kia and join a prestigious list of events and sports brands as we enter a new era for the League of Legends European Championship, which is the leading esport league in Europe. We look forward to working together with Kia to provide an experience that money can’t buy for all League of Legends players across Europe.