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Published: January 12, 2024

Written by: Stefan Velikov


  • It will have its logo featured in the multi-lane camera view
  • Kia will also have in-game banners at the top of Summoners’ Rift
  • This signifies the growing involvement Kia has in esports

After being a sponsor for several LCS teams in 2023, automotive manufacturer Kia became a partner of the entire league for this season.

Kia and Riot Sign Deal

We are just a few days away from the start of the 2024 North American League Championship Series (LCS) and Riot Games is busy making last-minute preparations and announcements. One update that recently came from the video game developer is that it has secured a partnership deal with Korean automotive maker Kia.

The new collaboration will see the company’s brand image be integrated across the entire competition with both virtual and in-person experiences. Interestingly, Kia will be the first ever sponsor to have its image featured in the multi-lane camera view. Kia will also have its own special digital in-game banners that will flap in the wind at the top of Summoners’ Rift. The deal also includes more standard advertising practices, such as broadcast integration and logo placements. Also, Kia will present both the annual LCS MVP award, the LCS All-Pro Team, as well as the LCS Rookie of the Year award, all of which are meant to acknowledge the best-performing players during the season.

Kia Is Expanding its Presence in Esports

Considering the popularity of League of Legends and esports across the globe, it should come as no surprise that the company has decided to become a sponsor for the LCS. Kia has already sponsored the esports industry on several occasions and has worked with Riot Games before by becoming a partner for previous iterations of the LEC. Furthermore, Kia also secured team partnerships with Team Vitality as well as DAMWON Gaming during 2023.

Speaking of last year, the World Championship 2023 was also an important opportunity for Kia to expand its presence in esports. The company had partnered with LCS teams NRG Esports and Cloud9, which laid the foundations for it eventually becoming a sponsor of the entire North American league.

“Like Kia, esports is experiencing incredible growth and this partnership with Riot Games and the League Championship Series is rooted in creating authentic and impactful engagements and interactions with players and fans,” commented Russell Wager, vice president of marketing at Kia America. “As the first automotive brand in esports to partner with both the LCS as well as multiple high-profile teams, Kia is all-in on esports, and we are excited to join this vibrant and passionate community.”

This year’s LCS kicks off on January 20 and will see eight teams go up against each other.

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