After a year of skepticism surrounding esports, Kia — an automobile brand — still believes that competitive gaming is the sports of the future.
In recent months, Kia has reinvested in esports, signing sponsorship deals with a slew of teams, influencers and gaming leagues in the space. As of today, January 11, the automobile brand has announced its latest investment in esports, and arguably its most prominent thus far: a multi-year partnership with Riot Games’ League of Legends Championship Series. The financial terms of the deal were not made available.
As a sponsor of the LCS, Riot’s premier North American “League of Legends” league, Kia will gain access to digital banners inside the “League of Legends” gaming environment, in addition to presenting annual player awards including the LCS MVP award and Rookie of the Year award. Kia is also going to be the first-ever sponsor of the league’s multi-lane camera view, a picture-in-picture product that allows viewers to watch multiple gameplay moments simultaneously.
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