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Kia Premieres MediVedi Video During the 2019 LEC Summer Finals

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Kia League of Legends LEC Official Partner Sponsorship MediVedi Intro
Things get a little weird for MediVedi when they try to come up with a clever intro

As an official partner of the League of Legends European Championship, Kia has been working hard to help promote esports. In a recent pair of videos, the automaker featured prominent members of the esports world riding in the new Stinger while they discussed how their lives have changed. Last month, Kia debuted two new ads during the League of Legends European Championship (LEC) Summer Finals in Athens and brought along some shiny Kia models as well.


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The first ad, “Driving Your Game,” features a man gearing up for some gaming as he loads up his Kia Sportage before heading to a secluded forest area. Other gamers meet him there and show up in the Niro, Stinger, Ceed, and Stonic models. They then grab their gear and run towards battle. The second ad, “The Perfect Intro,” was shown at the end of the LEC Summer Finals as a season-ending film. The nearly two minute video stars esports commentator Quickshot dropping off MediVedi via the Kia Stinger. Later, MediVedi is shown trying to come up with the perfect intro for the upcoming Worlds competition, as they are well-known for their wacky intros in the esports world.

Kia League of Legends LEC Drive Your Game
Why yes, that IS a Kia Sportage with LEC graphics
Photo: Kia Motors

“Through our collaborative marketing with LEC, which enjoys the most innovative competition among different leagues around the world, Kia Motors has been able to approach the younger generations and get close to them naturally,” said Artur Martins, Vice President and Chief Marketing Officer at Kia Motors. “Kia Motors expresses its deep appreciation to the tournament organizer and video game developer Riot Games for its steady support throughout 2019. We hope to continue our excellent partnership.”


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With the number of worldwide esports fans growing from 281 million in 2016 to 422 million in 2019, it makes perfect sense that Kia is the official sponsor for the League of Legends competitions. Fan growth is even expected to grow to a massive 600 million by 2023. No wonder Kia was sure to showcase a large collection of its models in these ads. Not only that, but the automaker operated a game zone and a photo zone at the event where guests could win prizes, and it brought along the Sportage and Ceed models with official LEC graphics emblazoned on them.


Watch the Kia League of Legends ads: