Riot Games’ League of Legends European Championship (LEC) has re-signed Kia Motors as its official automotive partner for the 2020 season. The brand will continue to serve as the presenting sponsor for the LEC broadcast’s “Player of the Game” segment. Additionally, Kia will now be the presenting sponsor for two awards which will be presented at the end of each split – “All-Star Team of the Split” and “MVP of the Split.” Kia vehicles will also be on display at LEC live events throughout the year.
According to the release, these live events will include new “roadshows,” but no additional details were available at the time of writing.
In addition to Kia’s return, the LEC detailed activations for Alienware, which is in the midst of a multi-year deal with Riot, which includes the LEC, North America’s League of Legends Championship Series (LCS), and Riot’s global events. In addition to providing PCs and monitors for the league, Alienware will this year sponsor a “Match of the Week” broadcast segment for the LEC.
Throughout 2019, the LEC secured partnerships with a variety of brands including Shell, Foot Locker, DXRacer, and Logitech G.
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