KIA renews partnership with LEC

South Korean car brand KIA Motors has extended its partnership with the League of Legends European Championship (LEC) for the 2022 season. As a result of the deal, KIA will become the main automotive partner of the LEC for the fourth consecutive year.

KIA will continue to sponsor the "Player of the Game" broadcast segment along with joining forces with Riot Games to offer fans a "unique experience" throughout the spring and summer seasons. Details about the activation are currently not disclosed.

Hejung Jung, VP and Head of Global Marketing Communications at KIA Motors: “We are delighted to expand our partnership with LEC, one of the world's leading esports leagues. As LEC's longest-standing and main partner, we look forward to deepening our engagement with global amateurs. esports in 2022 while innovating based on the KIA brand's conviction that movement inspires ideas. "

The partnership with KIA is the second deal for the LEC in 2022. Earlier this month, it was revealed that LG UltraGear will become the league's official gaming monitor partner in 2022 and 2023. Note that KIA is one of the three main partners along with the retail banking company Erste Group and the Nestle Kit Kat brand.