Paris-based esports organization Team Vitality announced Wednesday a two-year partnership with Kia France to serve as the official supplier for its League of Legends European Championship (LEC) and Team Vitality’s Ligue Française League of Legends (LFL) teams.
Financial terms of the deal were not disclosed.
Team Vitality is the first European partner of the company, though the automaker is an official partner of the LEC.
Previously, Team Vitality collaborated with the company in 2021 for a marketing campaign called #VoyageToInspiration.
“The collaboration aims to further connect with fans across France using innovative content throughout the upcoming year with a campaign called ‘The Lane of Mouvement,'” according to a release.
Under the terms of the deal, Kia and Team Vitality will work together to promote the company’s car brands, through original social media and video content under the The Lane of Mouvement promotional initiative. Further Kia brand will appear on the LEC and LFL team jerseys and across its social media and video channels.
Kia joins a growing list of sponsors and partners for the organization including Cherry XTRA, Streamcoi, grocery store chain ALDI, apparel brand hummel (a brand of Hummel International), sponsorship analytics firm Shikenso Analytics, ALDI, Secretlab, JBL Quantum, Socios.com, Samsung, Garnier Fructis, EVNIA, TEZOS, Kingston Fury, and GGBet, among others.