Brandon Sturak
Brandon Sturak
Brandon is a writer and editor for ESTNN with a passion for esports. He writes about League of Legends and esports generally, providing analysis and commentary on both. He is a founding member of Niagara University Esports, while being the previous mid laner and Head Coach for the NU Esports LoL team as well. Twitter @GhandiLoL

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LoL: LEC Renews Partnership With Kia For 2021

The LEC crown logo and text "League of Legends European Championship" appears next to the new Kia logo on a dark background with a bunch of green lines shooting out from the corner
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Long-time LEC supporters Kia are staying committed for 2021.


Today, the LEC announced that Kia will maintain their partnership together for 2021. Kia has been one of the LEC's key partners for the past three years and a notable part of the broadcast. They've sponsored many of the LEC's fantastic sketches and bits, including the Mediocre Rap Battles and LECtronic. So it's fitting that this announcement is accompanied by a hilarious video.

Kia plans to help more of these sketches come to light and bolster the broadcast that way. But that's not all. They plan on also bringing LEC fans together through community activities. Though details on these are sparse right now, more details should come in the coming weeks.

Head of Sponsorships & New Business EU Esports at Riot Games Alban Dechelotte commented on the announcement:

"We are humbled to see Kia coming back to the LEC for the third year in a row, and to see the LEC among its prestigious portfolio of partnership properties, such as the Australian Open and FIFA. Most notably, we are thankful for Kia's trust in the LEC to be a springboard for their core values of change and innovation, especially in this pivotal year for the automotive manufacturer. We cannot wait to see how this new positioning will fuel the creativity of our on-air talent team.”

The LEC is set to return on Friday, January 22. The on-air broadcast will feature many familiar names, with one loss and two new additions. With so many changes in the offseason, the LEC is sure to excite when the action all starts back up!

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