Riot Games has announced that the League of Legends European Championship (LEC) has partnered with KIA Motors.
Kia will be the “official automotive sponsor” of the league, and will present the Play of the Game segment of the broadcast as well as offer on-site activities for fans attending the league’s offline games.
The partnership is the first step into esports for Kia, who become the latest motor company to explore the industry following the likes of Toyota and Audi.
As part of the partnership, KIA will also be producing digital content around the league, including a six-video series with legendary European team Fnatic, who are coming off of a victory in the 2018 Summer Split and a historic finals appearance at the World Championship. The series will debut on Dexerto and DBLTAP on February 1.
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“We’re very excited to be working with Kia to help activate their sponsorship of the LEC by using our experience of working with global non-endemic brands to connect Kia directly with the thriving League of Legends fanbase in Europe,” said Mike Murphy O’Reilly, Director of Esports at DBLTap, “We look forward to working with Fnatic following their hugely successful 2018 campaign to help bring some truly original content in 5 languages across DBLTAP.com and our partner Dexerto”
The partnership was announced with a video which saw a sharply-dressed Trevor ‘Quickshot’ Henry jump into a Kia and drive around Berlin to collect the LEC casting team, who were found doing activities ranging from getting tattoos to performing surgery.
The LEC is heading into its first season after a move to franchising, which follows an immensely successful international showing for Europe’s teams in 2018. The Spring Split will kick off on January 18.
You can keep up-to-date on all of the LEC roster moves here.