KIA will remain a partner of the LEC series in the 2023 season

Riot Games has announced the renewal of a partnership agreement with the South Korean concern KIA. As a result, the automotive brand will remain a partner of the European LEC Series for the 2023 season. The KIA logo will remain on LEC social media and will be featured at the events themselves.

We are excited to expand our partnership with League of Legends in EMEA as one of the largest and fastest growing esports platforms in the world. We look forward to further engagement with the esports community and new innovations in 2023 as a longtime sponsor.

Jason Jeong, President of KIA in Europe

KIA became the first main partner by signing an agreement with the LEC during the rebranding in 2018. Now the parties are renewing their agreement, which is one of the longest between a tournament organizer and a third-party brand.

As part of the revamped deal, KIA will reportedly continue to innovate as well as remain a sponsor of the weekly Mic Check series, which captures the team's best moments on the LEC stage throughout the season. The company will also hold contests for fans, the winners of which will receive in-game prizes.

KIA has been a longtime and trusted partner of the LEC for many years, so we are pleased to see the automaker return as our top partner for the 2023 season. As a league, we are constantly striving to innovate and bring the best possible experience to our fans. Our partnership with KIA, which strives to innovate in everything it does, will allow us to elevate our offering and provide our subscribers with an incredible experience all season long.

Eva Suarez, Head of Partnerships, Riot Games Europe

Note that LG's UltraGear brand has recently become a partner of the LEC series again, concluding an agreement for the entire 2023 year. Riot Games also announced a partnership with poster maker Displate.