Game publisher Riot Games secured a partnership with the American branch of Korean automotive maker Kia ahead of the 2024 North American League Championship Series (LCS) season.

According to a release, the deal saw the brand integrated across the entire competition with both virtual and in-person experiences. 

Kia became the first-ever sponsor to be featured in the multi-lane camera view and the brand also had its own digital, in-game banners on the top side of Summoner’s Rift, the map used for League of Legends esports competitions. The sponsorship also included broadcast integration such as advertisement and logo placements.

Additionally, the car brand presented both the annual LCS MVP award, the LCS All-Pro Team, as well as the LCS Rookie of the Year award, celebrating the best-performing players during the season.