League of Legends

Kia to remain as Automotive Partner for the LEC for 2021

This marks the third consecutive year working together.

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The LEC has announced that automobile manufacturer Kia will remain as its official Automotive Partner for the 2021 season. Kia has supported the LEC since 2019, with this renewal marking the third consecutive year the league and the brand have worked together.

"We are humbled to see Kia coming back to the LEC for the third year in a row," says Alban Dechelotte, Head of Sponsorships & New Business EU Esports at Riot Games in a press release. "We are thankful for Kia's trust in the LEC to be a springboard for their core values of change and innovation, especially in this pivotal year for the automotive manufacturer. We cannot wait to see how this new positioning will fuel the creativity of our on-air talent team."

This partnership between Kia and the LEC will ensure a variety of great content can once again be made available for viewers. Alongside sponsoring content drops, this renewal will also see Kia looking to enhance the LEC through various community activations, although as for what in particular this entails, that will be expanded on in the coming weeks.

"Through our renewed partnership with LEC, one of the world's premier esports tournaments, we look forward to actively engaging with and introducing the new Kia brand to global esports fans," said Michael Choo, Head of Brand Experience Team at Kia. "We are especially excited to see our recently revealed new corporate logo appear in the League of Legends in-game map, Summoner's Rift."

The LEC returns this Friday, January 22 at 4pm GMT / 5pm CET. Be sure to catch the action over here.

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