​Kia partners with Riot Games to sponsor new League of Legends championship

By Park Sae-jin Posted : January 14, 2019, 11:03 Updated : January 14, 2019, 11:03

[LOL Esports YouTube channel]


SEOUL -- South Korea's second-largest carmaker Kia Motors signed a sponsorship deal with American game maker Riot Games to sponsor the European tournament of "The League of Legends", the world's most popular online game.

The League of Legends developed and published by Riot Games is a multiplayer online battle arena video game. According to Amsterdam-based gaming market research company Newzoo, about 100 million users play the game every month.

Kia, an affiliate of Hyundai Motor, said that it would sponsor the League of Legends European Championship (LEC) which was watched by about 81 million fans last year via e-sport broadcasts. Kia will be allowed to display its logo and run promotional booths at the venue of the championship. Financial terms were not disclosed. 

The championship's YouTube channel has released a video showing casters aboard Kia's high-performance sedan Stinger. Kia said it would create more video contents and carry out promotional events involving famous professional players.
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