Kia Europe re-signs as exclusive Main Partner of League of Legends EMEA Championship

Published | 21/01/2023


  • Kia Europe renews partnership with esports giant ahead of new season
  • 2023 debuts a new format, adding new Winter Split edition, The LEC Season Finals and an altered format
  •  Season launches with Winter Split on January 21


January 21, 2023 – Kia has renewed its sponsorship of the League of Legends EMEA Championship (LEC) as the Main Partner for the fifth consecutive year via Kia Europe. The 2023 season will launch this weekend with a new Winter Split, which will last until the end of February. This new partnership by two world-wide recognized brands at regional level, underlines Kia Europe’s brand strategy to “think global, act local” with a clear customer focus among a gaming audience that is predominantly based within Europe.


The new Kia logo launched in 2021, signalled the brand breaking away from its traditional manufacturing-driven business model to a renewed focus on creating sustainable mobility solutions. The choice to partner with the LEC is a proof of Kia’s commitment to a more socially and environmentally conscious future. The synergy between Kia´s modern outlook and the tech savvy LEC audience is an ideal pairing, creating a diverse meeting place that unites different generations through a common interest.


The opening game of the season will take place at 18:00 CET on Saturday January 21 between G2 Esports and EXCEL at the LEC Studio in Berlin and online at


The inaugural Winter Split will showcase LEC’s new in-split format, complete with a double elimination playoff. This will be followed by Spring and Summer Splits, before culminating in the 2023 Season Finale that will offer teams a chance to qualify for the World Championship, which this year will be held in South Korea.


“We are excited to extend our partnership with the League of Legends EMEA Championship, one of the largest and fastest growing esports platforms in the world,” said Jason Jeong, President of Kia Europe. “We look forward to further connecting with and bringing further innovation to the esports community in 2023 as a long-standing sponsor.”


“Kia has been a consistent and reliable partner of the LEC for many years now, so we’re delighted to see the car manufacturer return once more as our Main Partner for the 2023 Season”, said Eva Suarez, Head of Partnerships Esport EMEA. “As a league, we’re constantly striving to innovate and bring the best experiences possible to our fans. Our partnership with Kia, which strives for innovation in everything it does, will allow us to level-up our offering and bring our followers incredible experiences throughout the season.”


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