QLASH Partners With Kia Italy for Circuito Tormenta

The Italian esports organization QLASH has secured a partnership with Kia Italy to serve as a title sponsor for Circuito Tormenta, a grassroots League of Legends tournament series. This collaboration aims to integrate the automotive brand into the Italian competitive gaming scene through both digital and physical activations. While the financial terms of the agreement remain undisclosed, the deal was facilitated by ABU Media and Innocean Italy.

The sponsorship includes prominent branding across the tournament’s social media channels and event broadcasts. Furthermore, the partnership extends to physical engagement, with Kia Italy scheduled to host three specific Circuito Tormenta events at the Kia Energy House in Rome. This initiative aligns with Kia’s broader regional strategy of investing in esports, which already includes sponsorships of the League of Legends EMEA Championship (LEC), Team Vitality, and the South Korean organization Dplus KIA.

This agreement represents a continued expansion of QLASH’s commercial portfolio, adding to an existing roster of partners that includes AC Milan, Panasonic, and Kellogg’s. By targeting the grassroots level of the League of Legends ecosystem in Italy, the partnership highlights the ongoing trend of major automotive manufacturers leveraging regional esports circuits to reach younger, digitally native demographics.