Los Angeles-based esports organization NRG Esports announced Wednesday that its League of Legends esports team—the current reigning North American League of Legends Champions—have partnered with automaker KIA America to form a strategic alliance.
Financial terms of this sponsorship deal were not disclosed.
As part of this new alliance, NRG will work with KIA America to create “multiple activations and touch points in the coming months” tied to its LoL team and the LoL esports ecosystem. Beyond prominent logo placement on official championship jerseys (as the team heads into Worlds 2023) and branding across NRG’s social media and streaming channels, the groups will collaborate on special content including ” behind-the-scenes looks, exclusive interviews, and interactive segments that connect the world of gaming and driving,” according to a release.
The LCS Champs are headed to #Worlds2023 in style.
— NRG League (@NRGLeague) October 11, 2023
NRG competes in a number of professional leagues; it is currently a Valorant Champions Tour (VCT) partnered team, the aforementioned franchised League of Legends team (currently the NA champions and the result of an transaction from Madison Square Garden Network Entertainment’s divestment of CLG), and a World Championship Rocket League roster. Additionally NRG owns and operates Overwatch League franchise San Francisco Shock.
KIA America joins a growing list of sponsors and partners including Rockstar Energy (Pepsi), ASUS Republic of Gamers, Spectrum, Hot Pockets snack brand, Army National Guard, DX Racer, Bud Light brand, CDW, and YoungLA.