The Automotive Partner of the LEC will continue to drive the action in 2021
We are pleased to announce that the LEC will once again team up with Automotive Partner Kia for the 2021 season.
The South Korean car manufacturer has been a steadfast supporter of the League of Legends European Championship since 2019, with the renewal marking the brand’s third year as a main partner for the LEC. Kia has had a presence at the LEC studio over the past year, allowing us to create some spectacular content for LEC fans. This year, Kia returns, sporting a revitalised look, with a fresh new logo.
“Through our renewed partnership with LEC, one of the world’s premier esports tournaments, we look forward to actively engaging with and introducing the new Kia brand to global esports fans. We are especially excited to see our recently revealed new corporate logo appear in the League of Legends in-game map, Summoner’s Rift,” says Michael Choo, Head of Brand Experience Team at Kia.
Looking back, it’s clear that our partnership with Kia has resulted in some fantastic video content for LEC fans. The musical stylings of LECtronic kept us tapping our feet with high production value music videos, while Mediocre Rap Battles had us laughing (and cringing) along with some of our favourite LEC players throughout the year.
All of this amazing content was made possible due to our partnership with Kia, and we’re excited to share even more with LEC fans over the next 12 months. In just a few short days we’ll be celebrating the start of the 2021 Spring Season, as our 10 teams get ready to face off on Summoner’s Rift. Tune in this weekend to catch all the matches – and see if you can spot Kia’s new look branding amidst the action.
“We are humbled to see Kia coming back to the LEC for the third year in a row, and to see the LEC among its prestigious portfolio of partnership properties, such as the Australian Open and FIFA,” says Alban Dechelotte, Head of Sponsorships & New Business EU Esports at Riot Games. “Most notably, we are thankful for Kia’s trust in the LEC to be a springboard for their core values of change and innovation, especially in this pivotal year for the automotive manufacturer.”
“We cannot wait to see how this new positioning will fuel the creativity of our on-air talent team,” he says.
In addition to sponsoring new content drops, Kia will be looking to enhance the LEC experience through community activities. Keep an eye out for updates on this aspect of the partnership in the coming weeks.

By George Miller

George Miller started his career in content marketing and has started working as an Editor/Content Manager for our company in 2016. George has acquired many experiences when it comes to interviews and newsworthy content becoming Head of Content in 2017. He is responsible for the news being shared on multiple websites that are part of the European Gaming Media Network.