Kia Motors Extends Sponsorship of LOL League European Championship

[Asia Economy Reporter Suyeon Woo] Kia Motors will continue to sponsor the 'League of Legends (hereinafter LOL)' European Championship in 2020.

On the 22nd, Kia announced that it has extended its partnership contract with the 'League of Legends European League' and will continue collaborating with the game developer Riot Games. Through this partnership extension, Kia plans to carry out various marketing activities by securing the main automotive partner title for the '2020 LOL European League,' following the 2019 season.

LOL is one of the most popular games worldwide, enjoyed by over 100 million people monthly, with 14 leagues operating successfully every year. Among them, the European League is considered the largest league, having recorded over 840,000 peak concurrent viewers in last year’s tournament.

First, to celebrate the opening of the 2020 season and the extension of Kia’s sponsorship contract for the LOL European League, Kia and Riot Games jointly produced a season opening music video, which was released through various online channels. The music video features lively music and a special appearance by the Niro EV, and it has garnered over 230,000 views on YouTube.

A scene from the 2020 League of Legends (LOL) European League opening music video co-produced by Kia Motors and Riot Games / Photo by Kia Motors

Additionally, Kia will select and award outstanding players and teams, including the Kia Player of the Game for the most outstanding player in each game, the Kia Split MVP for the best player in each split, and the Kia Team of the Season for the best team of the season.

Moreover, Kia plans to offer various ways to enjoy the tournament, such as the 'Kia Mic Check' program, which captures players’ conversations before matches on video, delivering behind-the-scenes stories that cannot be seen on the broadcast screen vividly.

A Kia Motors representative said, "Since last year, Kia has been sponsoring the LOL European League and expanding communication with E-sports fans worldwide. We will continue to share the differentiated value unique to the young and dynamic Kia brand with fans and strive for the sustainable growth of E-sports."