Riot Games’ LEC has confirmed both South Korean car giant Kia Motors and gaming hardware brand Alienware will be returning partners for 2020.
Kia stays in the driving seat
On Tuesday 14th Jan. the LEC announced South Korean car giant Kia Motors has re-signed for a second season as official automotive partner of the league in 2020.
Kia will continue as presenting sponsor of the “Player of the Game” segment, and will also be new presenting sponsor of the “All-Star Team of the Split” and “MVP of the Split” Awards.
The company will be exhibiting its latest cars for LEC fans at roadshows later this year, with more details to be released in coming months.
Commenting on the news Head of Sponsorships & Business Development EU Esports at Riot Games, Alban Dechelotte, said:
“We’re excited to expand the collaboration with Kia Motors, where we stand shoulder to shoulder with their other premium partnerships, including the NBA and the Kia MVP Ladder.
“This new milestone allows us to keep the strong momentum from 2019 while cementing a narrative for Kia consistent with its partnership portfolio. We look forward to following the next adventures of our on-air talent episodes with Kia.”
While head of Kia Motors’ brand experience team, Michael Choo, added:
“We at Kia are thrilled to embark on our second season as the automotive partner of the LEC, and we look forward to building on our successful entry into the world of esports with even greater engagement with fans.
“For the 2020 LEC season we’ll be creating on and offline experiences that underline Kia’s rapid progress toward becoming a world-leading clean mobility provider based on our highly competitive and attractive eco-friendly cars and SUVS.
“We believe these brand experiences along with our strong partnership with Riot Games will bolster and add value to the flourishing communities of League of Legends fans around the world while contributing to the continued skyrocketing growth of one of the world’s most sophisticated, cutting-edge professional esports leagues.”
Alienware expands support for 2020
Today, the LEC has also confirmed that gaming hardware brand Alienware, a subsidiary of Dell, will be returning as a sponsor. Under the multi-year deal, Alienware will continue to provide official competition hardware for LEC, including the latest Aurora R9 desktop and the brand new AW2521HF 240Hz IPS gaming monitor. The brand will also be presenting partner of the Match of the Week show.
Discussing the news Head of Sponsorships & Business Development EU Esports at Riot Games, Alban Dechelotte, said:
“Throughout 2019, Alienware’s commitment to innovation and performance was a perfect match with the LEC’s debut season. In 2020, we are delighted to expand our collaboration with the Alienware “Match of the Week” segment, a testament to our partners’ commitment to listening, learning and innovating.”
And, director of global marketing for Alienware, Bryan DeZayas, added:
“As a league, the LEC has had a fantastic year of strong viewership growth and competitive success internationally.
“The rebranded broadcast and talented on-camera team create a show that is entertaining for viewers of all levels of play to enjoy. The impressive 2019 performances from rosters like G2, Fnatic and Schalke and have shown the world that some of the best players and competition to come will be found here in the LEC.
“We look forward to our ongoing partnership with Riot and the LEC as we continue our mission to bring the latest in gaming technology, hardware, and innovations to the broadcast and competition stage.”
