The LEC extends partnerships with Kia Motors and Alienware for 2020


The following was sent to Inven Global as a press release.


The League of Legends European Championship (LEC) is proud to kick off the 2020 pre-season
announcements with two major returning partners.


Kia Motors


On Tuesday, the LEC announced the second season of Kia Motors as the official automotive partner of the league in 2020. Kia will continue as the presenting sponsor of the “Player of the Game” segment, where LEC casters and analysts break down outstanding player performances, and will  become the new presenting sponsor of the “All-Star Team of the Split” and “MVP of the Split” Awards which will come at the end of each split. Kia Motors will also exhibit the latest Kia automobiles for LEC fans at roadshows later this year (more details in the coming months).


“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”, says Alban Dechelotte, Head of Sponsorships & Business Development EU Esports at Riot Games.


"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,” says Michael Choo, Kia Motors’ head of brand experience team . “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.”




Today, the LEC also announced Alienware as a returning sponsor. Alienware’s multi-year deal to provide official competition hardware for LEC includes outfitting the league with the latest Aurora R9 desktop and their brand new AW2521HF 240Hz IPS gaming monitors in 2020. Alienware will be the presenting partner of the Match of the Week show, which showcases the highest level of competition in the LEC each week. Look out for more news to come regarding Alienware’s offerings for the community at live LEC events this year, following their successful sponsorship of 1v1 matchups at the 2019 LEC Finals in Rotterdam and Athens.


“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,” says Alban Dechelotte, Head of Sponsorships & New Business EU Esports at Riot Games.


“As a league, the LEC has had a fantastic year of strong viewership growth and competitive success internationally,” says Bryan DeZayas, director of global marketing for Alienware. “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.”


Image via Riot Games.

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