Kia Motors Corporation has returned to the League of Legends European Championship (LEC) as a main partner this year, building on its sponsorship of the popular e-sports competition that began in 2019.

Kia continues to be the Presenting Sponsor of the 'Kia Player of the Game' segment, where LEC analysts review and select the most influential players from each of the 180 plus games throughout 2020. New for this season, Kia will also serve as the presenting sponsor of two LEC awards: The All-Pro Team Award and the Kia Split MVP Award during the Spring and Summer Splits.

Kick-starting the 2020 season with a bang, Kia and LEC organiser Riot Games have teamed up to produce a season opening music video, titled, I Want the LEC Back!. The film features a catchy original track performed by LECtronic, a band comprising six LEC casters, also known as on-air talents, who double as band members. The Kia Niro electric also features in the film.