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– Kia has extended its role as primary partner of EMEA’s largest esports platform for the sixth consecutive year, until 2026.

– The team-based MOBA game League of Legends is the most watched electronic sport in the world.

– The 2024 League of Legends EMEA season finals will take place in Munich, Germany.

FRANKFURT, Germany, Jan. 12, 2024 /PRNewswire/ — Kia has renewed its sponsorship of the League of Legends EMEA Championship (LEC) as primary automotive partner for the sixth consecutive year, with a three-year extension taking the sponsorship until 2026. With esports being the fastest growing sport in the world, League of Legends is currently the most watched esports competition in the world. The synergy between Kia’s modern perspective and the LEC audience is an ideal combination, creating a diverse meeting place that unites different generations through a common interest.

The 2024 LEC season officially begins on January 13 at the Riot Games Arenain Berlin, Germany. The 2024 LEC season finals will take place at the end of August in Munich, Germany. Starting this season, Kia will be the presenting partner of three LEC awards, awarded to the most outstanding players: Kia All-Pro Team, Kia Player of the Game and Kia 2024 Season MVP (Most Valuable Player). Additionally, Kia will also be a presenting partner for the trophy ceremony at the end of the 2024 LEC season finals.

“We are excited to continue participating in the League of Legends EMEA Championship, the competitive gaming league that sets the benchmark for esports,” said David Hilbert, Marketing Director, Kia Europe. “We look forward to delivering more unique experiences to League of Legends fans in the years to come.”

“This will be Kia’s sixth year as a primary partner of the LEC and we couldn’t be happier with what we’ve achieved together,” said Charlie Allen, director of commercial partnerships for EMEA at Riot Games. “Our partnership not only demonstrates Kia’s commitment to esports, but also contributes to the sustainability of LEC as a whole. Strengthening key relationships like this allows us to remain at the forefront of innovation and creativity and continue to deliver fun experiences.” and pleasing to our fans.”

About Kia Europe

Kia Europe is the European sales and manufacturing division of Kia Corporation, a global mobility brand that is creating innovative, pioneering and leading sustainable mobility solutions for consumers, communities and societies around the world. As a provider of sustainable mobility solutions, Kia is leading the popularization of electric and battery-powered vehicles and developing a growing range of mobility services, encouraging people around the world to explore the best ways to get around.

Kia Europe, headquartered in Frankfurt, Germany, employs in total more than 5,500 employees of 40 nationalities in 39 markets in Europe and the Caucasus. He also oversees European production at the company’s modern facility in Zilina, Slovakia.

Kia’s innovative products continue to attract high praise, particularly the EV6 battery electric vehicle, which became the first Korean car to be named European Car of the Year in 2022.

More information can be found here: www.press.kia.com

About League of Legends

Released in 2009, League of Legends is Riot Games’ debut title and one of the most played competitive games in the world, attracting millions of players daily in over 20 officially supported languages. A mainstay of the MOBA genre, in League, two teams of five powerful champions face off to destroy each other’s base in a game that combines the speed, strategy and intensity of an RTS with immersive RPG elements.

League continues to evolve year after year in gameplay and storytelling, offering new experiences like K/DA, immersive stories like Star Guardian and Spirit Blossom, and technical balance changes to ensure competitive integrity. As the foundation of the Runeterra universe, League champions have appeared in music, comics, spin-off games, collectible figures, board games, television series, and more. The annual League of Legends World Championship is the most-watched esports tournament and is among the largest and most popular sporting events in the world. LEC is one of 12 global leagues and the highest level of competition in EMEA.

CONTACT: Pablo González Huerta, 49 69 850 028 100, Kme-press@kia-europe.com

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