Kia Enters Esports as Official Sponsor of League of Legends' LCS and CBLOL in Latin America
Kia Central & South America is sponsoring two top League of Legends leagues and launching 'Runes to Road' to give Latin American fans a shot at the finals in Rio.
- 300 million+
- 6
- 2
What Happened
Kia Central & South America has officially entered esports by becoming a sponsor of the League Championship Series (LCS) and the CBLOL, two of the most influential League of Legends competitions in the Americas. Kia calls the partnership a new milestone in Latin America and part of a long-term strategy to build cultural relevance with younger, digitally connected generations. The region is home to more than 300 million players and is one of the fastest-growing esports markets, driven by a young and highly connected population.
“This partnership marks a new milestone for Kia in Latin America and reinforces the brand's vision of engaging with increasingly digital audiences who are passionate about technology, entertainment, and immersive experiences. Through this collaboration, Kia aims to build authentic connections with a community that shares key brand values such as innovation, movement, passion, and continuous self-im”
- Visit KiaEsportsLatam.com
- Select the rune that best represents your playstyle
- Share a screenshot of a winning match
- Tell your unique League of Legends story
The campaign offers a variety of exclusive prizes, highlighted by an all-expenses-paid trip to Rio de Janeiro, Brazil, to attend the League of Legends championship finals in October. Kia describes the trip as a once-in-a-lifetime experience and access to one of the most exciting events on the esports competitive calendar, letting fans experience world-class live competition firsthand. The activation is available to participants from Argentina, Brazil, Chile, Colombia, Ecuador, and Peru.
League of Legends Esports begins attracting the attention of millions of fans worldwide.
Kia Central & South America announces its official sponsorship of LCS and CBLOL and introduces the Runes to Road activation.
League of Legends championship finals take place in Rio de Janeiro, Brazil, where the grand-prize winner will attend.
Kia says the esports partnership is part of a long-term strategy focused on cultural relevance and connecting with younger generations. As a global mobility brand, it continues to explore spaces where technology, innovation, and user experience converge. League of Legends Esports, available globally through live, digital, and traditional channels since 2011, is one of the most-watched forms of sports entertainment, with leagues from around the world competing for qualification to the First Stand Tournament, the Mid-Season Invitational, and the League of Legends World Championship.
- Innovation and technology
- Competitive spirit
- Passion for performance
- Continuous pursuit of improvement
- Connection and sense of community
- Immersive experiences that inspire movement
Why this matters
By sponsoring two major League of Legends leagues, Kia aims to connect with a young, digitally connected audience it says shares brand values like innovation and passion. For Latin America's more than 300 million players, the campaign offers a tangible path to the pro scene, with fans from six countries eligible to win an all-expenses-paid trip to the Rio finals.
Terms in This Story
- Esports
- Organized competitive video gaming, typically between professional teams or players in front of live and online audiences.
- LCS
- League Championship Series, a professional League of Legends league in North America.
- CBLOL
- Campeonato Brasileiro de League of Legends, the Brazilian professional League of Legends league.
Summarised from the linked release; details can be imperfect — always verify against the original source.