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Kia backs League of Legends event

Korean automotive manufacturer Kia has agreed a deal to sponsor the League of Legends European Championship (LEC) esports event.

Kia will serve as the official automotive sponsor of the event for the duration of 2019.

The Esports Observer website reported that Kia will also serve as the presenting sponsor of the LEC’s ‘Player of the Game’ segment in league broadcasts.

To mark the partnership, Kia has released a new promotional film entitled ‘Ready to Play’, which features LEC participants testing out a Kia Stinger car. More digital marketing content will be created as part of the deal.

Yong-Won Cho, senior vice-president and chief marketing officer at Kia Motors, said: “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 will demonstrate how Kia supports the lives and lifestyles of a younger generation of digital natives.”