The League of Legends European Championship (LEC) has renewed its partnership deal with South Korean car manufacturing company KIA. KIA will support LEC in season 2021, and that comes as no surprise since these two entities have been working together for nearly three years.

Michael Choo, Head of Brand Experience Team at Kia, is pleased with the renewal of the partnership deal between his company and LEC:

“Through our renewed partnership with LEC, one of the world’s premier esports tournaments, we look forward to actively engaging with and introducing the new Kia brand to global esports fans. We are especially excited to see our recently revealed new corporate logo appear in the League of Legends in-game map, Summoner’s Rift.”

KIA has regularly participated in the LEC finals showcases by presenting its vast range of vehicles to the audience. This time, the company plans to enhance the LEC experience through greater community activities.

Alban Dechelotte, Head of Sponsorships & New Business EU Esports at Riot Games added: “We are humbled to see Kia coming back to the LEC for the third year in a row and to see the LEC among its prestigious portfolio of partnership properties, such as the Australian Open and FIFA. Most notably, we are thankful for Kia’s trust in the LEC to be a springboard for their core values of change and innovation, especially in this pivotal year for the automotive manufacturer.”

KIA has been inside the gaming world for quite some time, and recently they penned two more partnership deals. Last year, the company became a business partner of Rogue’s LEC roster and South American organization Thunder Predator.