South Korean car brand Kia will continue to sponsor the League of Legends EMEA Championship (LEC) esports tournament after striking a three-year partnership extension.
Under the deal, Kia will remain as the tournament's main automotive partner until 2026 and will also serve as the presenting partner of three LEC awards – the Kia All-Pro Team, Kia Player of the Game, and the Kia 2024 Season MVP (most valuable player).
Additionally, Kia will also be a presenting partner of the 2024 LEC Season Finals’ trophy ceremony.
David Hilbert, marketing director at Kia Europe, said: "We are excited to continue being involved in the League of Legends EMEA Championship, the competitive gaming league that sets the benchmark for esports.
"We look forward to offering more unique experiences to League of Legends fans in the years ahead."
Charlie Allen, director of commercial partnerships EMEA at Riot Games, added: "This will be the sixth year that Kia has been a main partner of the LEC, and we couldn't be happier with what we've achieved together.
How well do you really know your competitors?
Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.
Your download email will arrive shortly
Not ready to buy yet? Download a free sample
We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below formBy GlobalData
"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 such as this one enables us to remain at the forefront of innovation and creativity and continue bringing fun and enjoyable experiences to our fans."
The partnership was last extended in 2022, covering a range of fan initiatives.
The 2024 LEC Season begins on January 13 at the Riot Games Arena in Berlin, Germany, while the 2024 LEC Season Finals will commence at the end of August in Munich, Germany.