Kia Motors Announced as Automotive Sponsor for LEC 2019 Season
Riot Games has announced that Kia Motors will be the automotive sponsor for the newly-renamed LEC in Europe for the upcoming 2019 season. As part of this partnership, Kia will be the presenting sponsor for the “Player of the Game” segment in the LEC. Kia will also be making appearances at LEC roadshows and offline events with special onsite activations.
Continuation of Automobile Sponsorship in Regional Leagues
Kia is not the first automobile manufacturer to sponsor a regional league. In 2018, Mercedes-Benz sponsored China’s LPL, and this partnership will continue into the 2019 season as well. Prior to Mercedes-Benz, Jeep was the LPL’s title sponsor for the 2017 season.
Strategic Partnership with Audi
In addition to Kia, RFRSH Entertainment, the owner of LEC team Origen, has also announced a strategic partnership with Audi. This makes Kia the second automotive sponsor to enter the LEC for the 2019 season.
Franchising and New Teams in the LEC
Kia will be the first major sponsor for the LEC after undergoing franchising. With franchising, the LEC has welcomed four new teams: Rogue, exceL Esports, Origen, and SK Gaming.
The 2019 LEC Spring Split is scheduled to start on January 18, with SK Gaming and Fnatic facing off in the league’s season opener.