Posted 14th January 2019 By: Derpina
Esports News – Riot Games evidently promotes Leage of Legends and esports in general through the high production value of last year’s LoL Worlds. Big companies now notice the growth of esports as a potential market. And this year, Kia Motors opens its account with a new sponsorship deal with Riot.
The newly-branded League of Legends European Championship (LEC) forms a partnership with Kia, South Korea’s second-largest automobile manufacturer. With that, the company will stand as the league’s official automotive sponsor as well as host some broadcasts and on-site activities for the fans and offline games participants throughout the year.
This newly-forged partnership is Kia’s first step towards the esports industry. The company is also the latest car manufacturer to join the business, following other top-tier brands like Toyota and Audi. The announcement was made public through a promotional video showing Trevor “Quickshot” Henry, Riot Games’ esports games commentator, driving around the streets of Berlin to pick up the rest of the LEC casting team.
Yong-Won Cho, Senior Vice President and CMO at Kia Motors, led the partnership. He expressed his excitement and gratitude following the official announcement, “Kia is already well-known for its sports sponsorships, and this partnership represents another marketing innovation from the brand. In parallel with our ties to more traditional sports this esports sponsorship demonstrates how Kia supports the lives and lifestyles of a younger generation of digital natives.
For the LEC, Kia will present the Play of the Game broadcast segment and the on-site activities for participants joining the league’s offline games. In addition to promoting the main event, KIA will also produce some digital and marketing contents following some teams. They plan to include a six-video series with the popular European team Fnatic. It will feature their victory at the 2018 Summer Split and their final performance at the World Championship. The series airs on Dexerto and DBLTAP on February 1.
All the digital content will be handled by esports media companies DBLTAP and Dextero. The third-party content providers will help activate the partnership and sponsorship by directly tapping into the LoL fanbase in Europe. The contents for LEC will be published in 5 languages across DBLTAP’s official website.
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