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esports
League of Legends

Kia and Alienware return as partners of the LEC

The major partners are coming back on board for the European Championship in 2020, as revealed by Riot Games.

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Riot Games has announced that the League of Legends European Championship (LEC) is welcoming back two major returning partners in 2020, one of which is Kia Motors, who is the official automotive partner of the league.

Kia will continue to sponsor the Player of the Game segment, where LEC casters and analysts break down the best performances, and they're also the new presenting sponsor of the All-Star Team of the Split and MVP of the Split awards. Kia will even exhibit the latest vehicles for fans at roadshows later this year, with more details promised soon.

"We're excited to expand the collaboration with Kia Motors, where we stand shoulder to
shoulder with their other premium partnerships, including the NBA and the Kia MVP
Ladder. This new milestone allows us to keep the strong momentum from 2019 while
cementing a narrative for Kia consistent with its partnership portfolio. We look forward to
following the next adventures of our on-air talent episodes with Kia," says Alban
Dechelotte, Head of Sponsorships & Business Development EU Esports at Riot
Games.

On top of that, Riot also revealed that Alienware has signed a multi-year deal as well, providing competition hardware for the LEC including the latest Aurora R9 desktop and new AW2521HF 240Hz IPS gaming monitors this year.

Alienware will also be the presenting partner of the Match of the Week show, with more details to come on their community offerings at LEC events.

Are these two good partners?

League of Legends
Photo: Riot Games

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