Kia is resuming its role as the main partner of Europe’s major leagues in the League of Legends draw. LEC’s main partner for the fifth year in a row will be the Kia brand. It was the first major partner in the league’s rebranding in 2018. The regional partnership highlights Kia Europe’s strategy of “think global, act local” with a focus on customers from the gaming community in Europe.
The new Kia logo, unveiled in 2021, marks a shift away from the traditional production-based business model and a gradual focus on sustainable mobility solutions. The decision to partner with the LEC demonstrates Kia’s commitment to supporting the future with an even greater degree of social and environmental responsibility. Thanks to the synergy between Kia’s modern mentality and the technical focus of the LEC task force, this collaboration is the perfect combination, creating space for different encounters and bringing different generations together through common interests.
The opening game of the season, which took place on Saturday, January 21st, took place between G2 Esports and EXCEL at Berlin’s LEC Studio and was streamed online on lolesports.com.
As part of the launch of the Winter Split, a new split LEC format was introduced, which also includes a two-loss elimination system. A spring-summer split will follow; The culmination of the competition will be the final race of the 2023 season, where teams will be able to qualify for the World Championship, which will be held in South Korea this year.
“We are excited to expand our partnership with the EMEA League of Legends Championship, one of the largest and fastest growing esports platforms in the world,” said Jason Jeong, president of Kia Europe. “As a long-term sponsor, we look forward to continuing our collaboration in 2023 and bringing more innovation to the esports community.”
“Kia has been a solid and trusted partner of the LEC for many years, so we are thrilled to have the carmaker return as a top partner for the 2023 season.” said Eva Suarez, Head of Partnerships at Esports EMEA. “As a league, we are constantly trying to innovate and bring the best experience to fans. This partnership with Kia, which strives to innovate in all areas of its activities, will allow us to take our offer to an even higher level and provide viewers with a great experience throughout the season.”
The Kia brand was associated, for example, with the Mic Check video sequence, which captures the interaction of players at key game moments. This season, thanks to cooperation, we can expect, for example, distribution promotions. On the game map we will see the logo of the car company.
Source :Indian TV
