KIA Signs Year-Long Agreement With Rogue’s LEC Team

South Korean automotive brand KIA will collaborate with Rogue’s League of Legends European Championship (LEC) team in a one year deal that includes team transportation, branded content and events, and collaboration with music acts Imagine Dragons as well as Steve Aoki, Nicky Romero—members of which have all invested in Rogue’s parent company ReKT Global. Financial terms of the deal were not disclosed.

One of the main partners of the LEC, KIA has been promoted in the last two seasons of the league with the help of its casting talent. It is the latest car brand to seek promotion through the league, with Origen partnered with Audi, and SK Gaming with Mercedes-Benz (which has also invested in the German esports organization). 

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