In a few hours, the Spring Season for the League of Legends European Championship will kick off. With the first match set to see Team Vitality take on MAD Lions at 17:00 GMT / 18:00 CET (you can catch the action here), Riot has squeezed in one more partnership announcement before the season starts.
Revealed in a blog post, Kia is returning as the LEC's automotive main partner for 2022, continuing the pair's partnership for a fourth year. According to the post, this will see Kia and the LEC working together on a range of "unique experiences" that will "champion innovation and creativity at every turn."
"Kia was the first Main Partner to join the LEC since its rebranding, and we're thankful for the automotive manufacturer to have been by the league's side for the fourth year in a row," says Eva Suàrez, head of partnership and business development esport Europe and MENA at Riot Games.
Kia is the LEC's longest running main partner, thanks to the four straight years of working together. As was the case in previous years, we're also told that as part of this deal, Kia will be sponsoring the Player of the Game segment of the LEC broadcast, which will we get to see once again later today when the Spring Season kicks off.
