Kia teams up with League of Legends

Kia Motors Corp., South Korea’s No. 2 carmaker and part of Hyundai Motor Group, is going to team up with the megahit online game “League of Legends” (LoL) to support a tournament in Europe. The automobile company has signed a deal with Riot Games, the producer of League of Legends. As per the deal, Kia will be the sole sponsor from the automobile segment for the European league championship.

The multiplayer online battle arena game has some 150 million users logging on every month and is one of the most popular e-games in the world at present. Its 14 leagues, which are run every year, attract huge numbers of players and viewers, and generate considerable publicity.

Kia, in particular, said the European league drew in some 81 million viewers in the 2018 season.

Under the official partner contract, the South Korean carmaker can display its corporate logo, secure tickets that can allow people to watch the game live and set up its own booth at the championship game.

“The LoL agreement is a good opportunity for Kia to get young people to become better aware of the Kia brand and better communicate with the company,” a corporate representative said.