Kia enters esports as official League of Legends sponsor

Kia has officially entered the esports ecosystem through a regional partnership with League of Legends. The South Korean automaker will serve as an official sponsor for two major competitive circuits in the Americas: the League of Legends Championship Series (LCS) and the Campeonato Brasileiro de League of Legends (CBLOL).

Managed by Kia Central & South America, the sponsorship aims to connect the brand with younger, digitally native audiences. The company identified the gaming sector as a strategic opportunity, noting that Latin America currently hosts more than 300 million players.

The LCS, based in Los Angeles, covers North and Central America, while the CBLOL, based in São Paulo, represents the South American competitive scene. Both leagues operate independently following a structural change by Riot Games to emphasize regional identities.