League of Legends European Championship extends partnership with KIA Motors to make them the Main Automotive Partner- The League of Legends European Championship continues to attract large brands for sponsorship deals. This time, it is not a new company but an old sponsor. KIA Motors and LEC have extended their sponsorship deal for 2022, marking it as the fourth consecutive year between them.
— LEC (@LEC) January 13, 2022
League of Legends European Championship extends partnership with KIA Motors for 2022
Hyojung Jung, Vice President and Head of Global Marketing Communications at KIA Motors, told: “We are delighted to extend our partnership with the LEC, one of the world’s premier esports leagues. As the LEC’s longest-running main partner, we look forward to deepening our engagement with global esports fans in 2022, while introducing innovative experiences based on Kia’s brand belief that movement inspires ideas.”
KIA will be the main sponsor for the ‘Player of the Game’ segment of the League of Legends European Championship 2022 for both the Spring and Summer Splits. They have also announced that they will be partnering with Riot Games to offer viewers and fans ‘unique experiences’ during 2022 broadcasts.
KIA becomes the third main sponsor of LEC this year
This is the second major sponsorship deal that LEC has signed this year, after the one with LG UltraGear some days before. KIA will now become one of the three main partners of the League of Legends European Championship alongside the banking company Erste Group and Nestle’s Kit Kat.
Since LEC’s rebranding in 2018, KIA Motors have been the first Main Partner for the tournament and has continued to support it for four consecutive years. Eva Suàrez, the Head of Partnerships and Business Development, Esports Europe and MENA at Riot Games has said,” Kia’s uncompromising focus on innovation and its relentless commitment in creating engaging, compelling content for the LEC audience were instrumental to the LEC’s success, and we cannot wait to see what our collaboration will bring to the 2022 season.”