Kia Signs on for Another Year as an LEC Partner

Key insights

6 takeaways

01
Kia has renewed its partnership with the League of Legends EMEA Championship (LEC) for the 2023 season, marking the fifth consecutive year of collaboration.
02
Kia remains the league's official main automotive partner, a role it has held since the LEC's rebranding in 2018.
03
The partnership includes continued sponsorship of the weekly 'Mic Check' content series and the provision of in-game giveaways for viewers.
04
Kia will maintain brand visibility through prominent logo placement during live broadcasts and in-game competition.
05
The financial terms of the multi-year partnership renewal were not disclosed.
06
The LEC also secured LG’s UltraGear gaming monitor line as an official display partner for the 2023 season.

Summary

The League of Legends EMEA Championship (LEC) has renewed its partnership with automobile manufacturer Kia for the 2023 season. This agreement marks the fifth consecutive year of collaboration between the two entities, continuing a relationship that began when the league was rebranded in 2018. While the specific financial terms of the deal remain undisclosed, the partnership reinforces Kia’s position as the league’s official main automotive partner.

Under the terms of the renewed agreement, Kia will maintain its presence through several integrated marketing initiatives. The brand will continue to sponsor the weekly Mic Check series, which highlights key team moments for the audience, and will provide in-game giveaways for viewers. Furthermore, the Kia logo will retain prominent visibility throughout live broadcasts and within the game environment during competitive play.

This renewal is part of the broader commercial strategy for the LEC’s 2023 season, which also saw the addition of LG’s UltraGear gaming monitors as an official display partner. The partnership underscores the ongoing commitment of major non-endemic brands to the European esports ecosystem, as the league continues to secure sponsorships to support its broadcast operations on platforms such as YouTube, Twitch, and the official lolesports website.