Kia has renewed its sponsorship of the League of Legends EMEA Championship (LEC) as the Main Automotive Partner for the sixth consecutive year, with a three-year extension taking the sponsorship to 2026. With esports being the fastest-growing sport in the world, League of Legends is currently the world’s most watched esport competition. The synergy between Kia´s modern outlook and LEC audience is an ideal pairing, creating a diverse meeting place that unites different generations through a common interest.
The 2024 LEC Season officially kicks off on 13 January at the Riot Games Arena in Berlin, Germany. The 2024 LEC Season Finals will take place at the end of August in Munich, Germany. From this season, Kia will serve as the presenting partner of three LEC awards, given to the most outstanding players: the Kia All-Pro Team, Kia Player of the Game, and the Kia 2024 Season MVP (most valuable player). Additionally, Kia will also be a presenting partner of the trophy ceremony at the end of the Season Finals.
“We are excited to continue being involved in the League of Legends EMEA Championship, the competitive gaming league that sets the benchmark for esports,” said David Hilbert, Marketing Director at Kia Europe. “We look forward to offering more unique experiences to League of Legends fans in the years ahead.”
“This will be the sixth year that Kia has been a Main Partner of the LEC, and we couldn’t be happier with what we’ve achieved together,” says Charlie Allen, Director of Commercial Partnerships EMEA at Riot Games. “Our partnership not only demonstrates Kia’s commitment to esports, but it also contributes to the sustainability of the LEC as a whole. Strengthening key relationships such as this one enables us to remain at the forefront of innovation and creativity and continue bringing fun and enjoyable experiences to our fans.”