[Asia Economy Reporter Suyeon Woo] Kia will continue its sponsorship of the 'League of Legends European Championship (LEC)' in 2021.
On the 18th (local time), Kia announced that it has extended its partnership contract with the 'League of Legends European League' for the third consecutive year and will continue collaborating with the game developer Riot Games.
Through this partnership extension, Kia will secure the title of main automotive partner for the '2021 LOL European League' following the 2020 season, unveiling various content to global esports fans for three consecutive years.
To celebrate the opening of the 2021 season and the extension of Kia's sponsorship contract for the LOL European League, Kia released a sponsorship announcement video co-produced with Riot Games, announcing the new season of the LOL European League and introducing the new Kia to fans.
Additionally, during the tournament period, Kia plans to produce and release content that esports fans can enjoy and engage with through various collaborative contents. Outstanding players will be selected for each game in the 'Kia Player of the Game,' the best player of each split will be chosen in the 'Kia Split MVP,' and the best team of the season will be selected as the 'Kia All-Pro Team,' empowering esports players and teams who demonstrate excellent performance.
During the past two years of sponsorship, Kia has received positive responses from LEC fans through various collaborative contents. In particular, the season opening music video and ending video released last year each surpassed 1 million views. Furthermore, in December last year, Kia signed a naming sponsorship with the 2020 LOL World Championship winning team, Damwon Gaming, which will now compete under the team name 'DWG KIA' starting this year.
With the extension of the LEC sponsorship and support for DWG KIA, Kia plans to build rapport with fans through esports marketing aligned with the expansion of its electric vehicle business, a core part of its mid- to long-term future strategy Plan S. A Kia official stated, "Through the partnership with LEC, one of the world's top esports leagues that has continued since 2019, we will actively communicate with global esports fans and do our best to promote the new Kia."
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