Kia Motors is to move into the world of eGaming by becoming a major sponsor of the League of Legends European Championships through 2019.

Best known for its sporting partnerships, the brand has also been active in Ireland through TV sponsorship including I’m A Celebrity Get Me Out of Here on Virgin Media One.

Gaming is becoming an ever stronger option for brands with big budgets looking to get into the entertainment sector.

Among the benefits are an incredibly loyal user base, very much at the younger end of the scale from a demographic perspective, and the fact that while individual tournaments such as this are events in their own right, the games that lead and feed into them are ‘always on.’

Kia’s initial involvement is as Official Vehicle Partner to the European Championships but they are also the presenting sponsor of the ‘Player of the Game’ segments in broadcasts of the tournament.

Last year Three backed a major eSports initiative which culminated in a Finals day at the 3Arena, while next month Croke Park will play host to a special two day ‘Fortnite’ offering.

“Kia is already well known for its sports sponsorships and this partnership represents another marketing innovation from the brand,” said Chief Marketing Officer Yong-Won Cho.

“This eSports sponsorship will demonstrate how Kia supports the lives and lifestyles of a younger generation of digital natives.”

The world is ever changing and the opportunities for major sponsors looking to get involved are always growing.


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