Kia Sponsors Hangzhou Asian Games Esports National Team

Kia announced on the 7th that it has established an official partnership with the Korea e-Sports Association to support the Republic of Korea's e-sports national team.

Kia will participate as the official sponsor of the Korean e-sports national team at the 19th Hangzhou Asian Games, held this September. At this Hangzhou Asian Games, e-sports was adopted as an official event for the first time in a global sports competition.

National team group profile photo wearing official uniforms with the Kia logo

During the Hangzhou Asian Games finals, Kia will release online content produced together with the national team and hold SNS events targeting domestic e-sports fans. Kia will also participate in the national team’s schedule for this year, including preliminary regional tournaments, pre-events such as the national team send-off ceremony and evaluation matches, and the Korea-China-Japan e-sports competition. The Kia logo will be prominently displayed on the front of the official national team uniform.

Previously, the company sponsored the Europe, Middle East, and Africa Championship (LEC, formerly the League of Legends European Championship) regional league starting in 2019. Since 2021, Kia has supported domestic and international e-sports by signing sponsorship contracts with Dplus Kia (formerly Damwon Kia), among others.

This content was produced with the assistance of AI translation services.