Leading esports organisation Team Vitality has signed a two-year partnership with South Korean automotive brand KIA, which becomes an Official Supplier for Vitality’s League of Legends teams for the Ligue Française League of Legends (LFL) and the League of Legends European Championship (LEC).
The partnership will see both KIA and Vitality collaborate on content activities, including fan experiences. The partnership kicked off with “The Lane of Mouvement” campaign, which was focused around fan engagement.
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Nicolas Maurer, CEO of Team Vitality, commented:
“We are thrilled to announce our exciting two-year partnership with Kia. This collaboration signifies the convergence of two brands that value excellence, high-performance and technology. We look forward to the journey ahead, as we drive League of Legends to new horizons together with Kia, setting new standards and leaving an indelible mark on the industry.“
Olivier Bouelharrag, Marketing Director of Kia France, said:
“Innovation and expertise are key to our respective industries, which makes this partnership a natural fit. But beyond this focus the strength of our collaboration will lie in our creativity and desire to surprise our audiences. Esport is a major sporting discipline so it is important for us to be part of the movement and draw inspiration from it to reach out to these athletes.“