Car maker Kia America and Riot Games announced Thursday a new partnership to integrate the Kia brand across the League of Legends Championship Series (LCS) ecosystem in 2024.
Financial terms of the deal were not disclosed.
The partnership will see Kia integrated into the LCS in several ways including being named the first sponsor for the new “multi-lane camera view,” digital in-game banners in the top lane, serving as the presenting partner during the annual LCS MVP and the LCS Rookie of the Year Awards, and as the presenter of the Kia LCS All-Pro Team.
The partnership will also see Kia America have broad broadcast integration including advertisement and logo placement during competitions.
While this is the first partnership between Kia America and the LCS, Kia Europe has been a long-time partner and sponsor of the League of Legends EMEA Championship (LEC) over the last five years.
Kia America and NRG Esports also announced this week that its LCS team has been rebranded to “NRG Kia.” Kia America has been a long-time partner with NRG as well; during Worlds 2023, Kia America and NRG teamed up for an activation that involved a roadtrip to the annual championship…
Kia’s various international operations have in the past partnered with such organizations as QLASH (Kia Italy) and Team Vitality (Kia France) as well.