Kia Accelerates Its Connection with New Generations by Entering the Esports Ecosystem Through League of Legends in Latin America

• Kia Central & South America has become an official sponsor of the LCS and CBLOL, two of the most important League of Legends leagues in the Americas

• The partnership strengthens the brand’s connection with an industry that brings together more than 300 million players across Latin America

• Kia launches “Runes to Road,” a regional activation designed to bring League of Legends fans closer to the action

• Participants from Argentina, Brazil, Chile, Colombia, Ecuador, and Peru will have the opportunity to compete for an exclusive experience at the championship finals in October

Kia continues to push the boundaries of innovation and strengthen its connection with younger generations by officially entering the esports ecosystem as an official sponsor of the League Championship Series (LCS) and the CBLOL, two of the most influential League of Legends competitions in the Americas.

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-improvement.

” Gaming is much more than entertainment. It is a space where technology, community, and excitement come together to create meaningful experiences. At Kia, we share that vision of innovation and movement, and we are proud to become part of one of the fastest-growing and most influential ecosystems among younger generations. ”

The gaming industry has become one of the most significant cultural and entertainment phenomena in the world. Latin America is currently home to more than 300 million players and continues to establish itself as one of the fastest-growing regions in the sector, driven by a young, highly connected population with strong participation in digital communities.

As esports continue evolving from a form of entertainment into a global cultural phenomenon, Kia recognizes a unique opportunity to connect with consumers seeking relevant, innovative experiences aligned with their interests.

The gaming community shares many of the attributes that have defined Kia’s evolution as a brand:

• Innovation and technology

• Competitive spirit

• Passion for performance

• Continuous pursuit of improvement

• Connection and sense of community

• Immersive experiences that inspire movement

As part of this partnership, Kia is introducing Runes to Road, a regional activation created specifically for League of Legends fans across Latin America.

Through KiaEsportsLatam.com, participants will be able to showcase their passion for the game by selecting the rune that best represents their playstyle, sharing a screenshot of a winning match, and telling their unique League of Legends story.

The initiative celebrates the creativity, commitment, and dedication of the gaming community while giving participants access to exclusive prizes and experiences connected to one of the world’s most influential esports franchises.

The campaign will offer a variety of exclusive prizes for League of Legends fans, highlighted by a once-in-a-lifetime experience:

Grand Prize

• An all-expenses-paid trip to Rio de Janeiro, Brazil, to attend the championship finals in October.

• Access to one of the most exciting events on the esports competitive calendar.

• The opportunity to experience the energy, excitement, and spectacle of a world-class live competition firsthand.

The initiative transforms players’ passion into a real opportunity to get closer to the professional competitive scene and become part of an unforgettable experience.

Regional activation will be available to participants from the following markets:

• Argentina

• Brazil

• Chile

• Colombia

• Ecuador

• Peru

Through this broad regional reach, Kia aims to bring the experience closer to thousands of fans and strengthen a community that transcends borders through gaming and esports.

Kia’s presence within the esports ecosystem is part of a long-term strategy focused on building cultural relevance and creating meaningful connections with younger generations.

As a global mobility brand, Kia continues to explore spaces where technology, innovation, and user experience converge to create new opportunities for engagement.

Through this partnership and initiatives such as Runes to Road, Kia continues to deliver experiences that inspire movement, strengthen communities, and bring people closer to what they are most passionate about.

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Kia is a global mobility brand with a vision to create sustainable mobility solutions for consumers, communities, and societies around the world. Founded in 1944, today Kia employs 52,000 people worldwide, has a presence in nearly 200 markets and manufacturing facilities in six countries, selling more than three million vehicles a year. Kia offers customers choice with accessible ICE and electrified models, spearheading the popularization of hybrid, plug-in hybrid, and battery electric vehicles. The company is developing a growing range of mobility services and encouraging millions of people around the world to explore the best ways of getting around. Kia’s brand slogan – ’Movement that inspires’ – reflects the company’s commitment to inspire consumers through its products and services.

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Disclaimer : Kia Corporation believes the information contained herein to be accurate at the time of release. However, the company may upload new or updated information if required and assumes that it is not liable for the accuracy of any information interpreted and used by the reader.

League of Legends Esports (LoL Esports) represents the pinnacle of competitive gaming and has attracted the attention of millions of fans since 2011. Available globally through live events, as well as digital and traditional channels, it is one of the most-watched forms of sports entertainment in the world. With leagues representing regions from around the globe competing for qualification to three high-profile tournaments—the First Stand Tournament, the Mid-Season Invitational, and the League of Legends World Championship—LoL Esports provides players with a platform to pursue esports as a meaningful and rewarding career.

Riot Games was founded in 2006 with the goal of developing, publishing, and supporting the biggest and best games with a player-first focus. In 2009, Riot launched League of Legends, its debut title, which went on to become one of the most played PC games globally. In the years that followed, Riot launched VALORANT, Teamfight Tactics, Legends of Runeterra, and League of Legends: Wild Rift.