Riot Games teams up with Kia America for League Championship Series

Riot Games has signed a partnership agreement with Kia America, the US division of the South Korean automaker, which will cover the League Championship Series (LCS). 

The partnership entails Kia America becoming the first-ever sponsor of the multi-lane camera view and officially presenting the LCS MVP and Rookie of the Year awards as well as the LCS All-Pro Team. Kia will also have digital and in-game banners during the broadcast of the top-level North American League of Legends (LoL) tournament. 

Russell Wager, Vice President, Marketing, Kia America, commented:

“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. 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.“

Mark Zimmerman, Commissioner, League Championship Series, said:

“We’re excited to begin the new year on a bright note by welcoming Kia to the LCS family. Their commitment to enriching the fan experience extends both in and out of game, and I can’t wait to celebrate with everyone in a few weeks as we kick off the season. League of Legends is played on a map composed of multiple paths (lanes) all leading toward a series of objectives and the enemies nexus. As each lane can have consistent activity, we developed the multi-lane camera view where-in the viewers can see what’s happening in each lane simultaneously through different POVs.“