Riot Games announced Friday that the car maker Kia has returned as the “official main partner” of the League of Legends EMEA Championship (LEC) and will remain so until the end of 2026 (three years). The renewal of this partnership marks the sixth year of Kia and the LEC working together.
Financial terms of this extended partnership were not disclosed.
Friday’s news follows the announcement earlier this week that Kia America had signed on as a main partner for the North American League of Legends esports league, the League of Legends Championship Series (LCS) for 2024. In addition, Kia America and North American esports organization NRG Esports announced this week that its LCS team would be renamed “NRG Kia League.”
Under the terms of this extended and expanded partnership, Kia will be supporting the league by sponsoring the “Kia Player of the Game” segment during broadcasts. Kia will also serve as the presenting partner of the LEC awards, the Kia All-Pro Team, and the Kia 2024 Season MVP. Additionally, Kia will also be a presenting partner of the trophy ceremony at the end of the 2024 LEC Season Finals.
Finally, Kia branding will be prominent during broadcasts, including during countdowns and breaks, and in-game in The Summoner’s Rift. Company branding will also appear on marketing, on social media, and all league-related content.