Kia Motors Corporation has returned to the League of Legends European Championship (LEC) as the main partner this year, building on its sponsorship of the popular e-sports competition that began in 2019.
Kia continues to be the Presenting Sponsor of the ‘Kia Player of the Game’ segment, where LEC analysts review and select the most influential players from each of the 180 plus games throughout 2020. New for this season, Kia also serves as the presenting sponsor of two LEC awards: the All-Pro Team Award and the Kia Split MVP Award during the Spring and Summer Splits.
Kick-starting the 2020 season with a bang, Kia and LEC organiser Riot Games have teamed up to produce a season-opening music video, titled, ‘I Want the LEC Back!’ (http://bit.ly/2FPhqe3). The film features a catchy original track performed by LECtronic, a band comprising six LEC casters, also known as on-air talents, who double as band members. The fully electric e-Niro will also feature in the film. Just six days into the release from 14 January, the video had already gained nearly 220,000 organic views and over 19,000 interactions on Riot’s official YouTube channel.
“We are excited to expand our collaboration with Kia Motors. This partnership expansion allows us to keep our strong momentum from 2019,” said Alban Dechelotte, Head of Sponsorships & New Business EU Esports at Riot Games. “We also look forward to the next episodes of on-air talent video clips produced in collaboration with Kia, which signal the beginning and end of an LEC season in unique ways.”
“We believe these brand experiences, via our strong partnership with Riot Games, will inspire and galvanize numerous League of Legends fans and their communities around the world,” said Michael Choo, Head of Brand Experience at Kia Motors. “This partnership allows Kia to communicate its ‘Plan S’ strategy, which focuses on electric vehicles and future mobility solutions.”
For the 2020 LEC season, Kia is committed to offering both online and offline experiences that underline the company’s rapid progress toward becoming a world-leading purveyor of clean mobility solutions, while at the same time promoting its highly competitive and attractive eco-friendly vehicles as well as SUVs, Choo explained.
The 2020 LEC season is organised into a Spring Split and Summer Split, with the former beginning on January 24 at Riot Game’s Berlin studio. Details on the date and venue for the Spring Split final will be disclosed in the future.
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