Kia America has signed an agreement with Riot Games naming Kia as sponsor of League of Legends, League Championship Series (LCS), virtual, and in-person competition experiences.
“Like Kia, esports is experiencing incredible growth and this partnership with Riot Games and the League Championship Series is rooted in creating authentic and impactful engagements and interactions with players and fans,” said Russell Wager, vice president, marketing, Kia America. “As the first automotive brand in esports to partner with both the LCS as well as multiple high-profile teams, Kia is all-in on esports, and we are excited to join this vibrant and passionate community.”
Kia branding will be integrated in various ways including Kia sponsoring a multi-lane camera view, digital in-game banners, a fan-favorite annual LCS MVP award, a Kia MVP, Rookie of the Year, as well as LCS All-Pro Team awards and broadcast advertisements and logos.
“We’re excited to begin the new year on a bright note by welcoming Kia to the LCS family,” said Mark Zimmerman, LCS Commissioner. “Their commitment to enriching the fan experience extends both in and out of game, and I can’t wait to celebrate with everyone in a few weeks as we kick off the season.”