• Latest installment of the “Stay true to your lane” campaign features the Kia EV9
• Sponsorship campaign celebrates five-year partnership between Kia and League of Legends EMEA Championship (LEC)
• Dedicated landing page explains context of the partnership and introduces the campaign
• Kia to have a presence at the LEC Season Finals in Montpellier, France

As part of its “Stay true to your lane” campaign, Kia Europe has released a new video to celebrate its partnership with the League of Legends EMEA Championship (LEC). The video focuses on Kia’s technological advancement and features the Kia EV9.

The 30-second clip begins with a montage of gamers which audiences will recognize from previous “Stay true to your lane” videos. This pivots to a series of low-light close-up shots of the EV9, showcasing the vehicle’s LED light signature and confident silhouette. Clips from previous LEC finales are layered over a voiceover announcing Kia’s continued partnership again this year, and the video closes with dynamic shots of the EV9 driving across a desert landscape.

“The look and feel of the EV9 fits into the LEC world very naturally, as it feels modern, digital, and epic,” says David Hilbert, Director Marketing at Kia Europe. “The end result is not only an engaging clip that’s meaningful and authentic, but it also showcases the technological advancement and lifestyle versatility of our flagship EV in a way which is sure to appeal to gamers and other Kia customers alike.”

The video can be viewed on a dedicated webpage focused on the partnership between Kia and the LoL EMEA Championship. The home page also includes context around the video, including details on the Kia x LEC partnership, an overview of the “Stay true to your lane” campaign, and a link to Kia’s Discord channel.

At the beginning of the year, Kia announced the renewal of its partnership of the League of Legends EMEA Championship (LEC) for the fifth year running. The partnership reflects Kia’s commitment to excellence as well as the synergies between Kia consumers and eSports fans: both the Kia brand and gamers are young and driven, highly engaged and tech-savvy, and open to exploring something new.

Another campaign within the scope of this partnership, #LegendsGoElectric, featured popular cosplayer Alyson Tabbitha creating an ‘electrified’ version of the League of Legends champion Katarina and encouraging fans to do the same. As part of this partnership, Kia will also have a presence at the LEC Season Finals, which take place from 9-10 September at the Sud de France Arena in Montpellier, France. More information will be revealed soon.