- Team Vitality, a leading esports club in France and Europe, and the mobility brand Kia are proud to announce a two-year partnership.
- This partnership will aim to strengthen their ties with Team Vitality fans, through the production of innovative content throughout the year, and more particularly with the new campaign "The Lane of Movement".
- The two brands are teaming up again after a successful collaboration in 2021 with the #VoyageToInspiration campaign.
Team Vitality, a leading esports club in France and Europe, is pleased to announce its partnership with the Kia brand. As part of this two-year agreement, Kia becomes the official supplier of Team Vitality’s La Ligue Française (LFL) and League of Legends European Championship (LEC) teams, reinforcing its commitment to the esports community. While Kia was already an official partner of the LEC, Team Vitality thus becomes the only European team to be associated with the mobility brand, embodying the partner’s presence in the French and European League of Legends circuits.
KIA BECOMES OFFICIAL PARTNER OF TEAM VITALITY
This partnership marks a new important step in the collaboration between Kia and Team Vitality. After a first successful collaboration in 2021 with the #VoyageToInspiration digital campaign, the two entities have decided to renew this agreement. Both companies share the common desire to offer fans and enthusiasts exceptional experiences around innovation and performance, as well as the promotion of values of excellence and determination.
As part of the long-term agreement, Kia and Team Vitality will produce innovative content throughout the year that aims to strengthen connections with fans and bring the worlds of esports and mobility closer together.
This partnership will therefore be structured around the campaign “The Lane of Movement”, designed to reach the League of Legends audience. The “lane” is a direct reference to the game, and also a nod to Kia whose brand signature is “Movement that inspires”. Fans of the bee club can expect a series of exciting initiatives, with exclusive content on the behind-the-scenes of esports, tailor-made activities and unique experiences.
As proof of the two companies' desire to shake up the codes by using technology, the campaign video "The Lane of Movement" was designed with the help of AI. Thus, the artificial intelligence was fed by the language elements specific to the universe of the two brands - science fiction, honeycomb world, mobility and fantasy reminiscent of League of Legends - to build a bridge between the concept and the video.
AN INNOVATIVE AND UNIQUE EXPERIENCE ON THE ESPORT SCENE
This collaboration will allow Kia to strengthen its positioning as a technology and inspiring company in the market, continuing to deliver creative brand experiences. Since launching its new brand strategy in 2021, Kia has aspired to change the rules of the game by becoming the leader in electrification and sustainable mobility services. The innovation values shared by Team Vitality and Kia provide a key common foundation on which to build relevant activations for the esports community.
By partnering with the European esports club with 12 million fans, Kia is also strengthening its digital presence and its links with tech audiences. Finally, the two brands have the ambition to establish a new state of mind on the esports scene. Together, they share the project of shaking up the codes of the discipline around the notions of technology and movement.
About this new partnership, Nicolas Maurer, CEO of Team Vitality, said: "We are delighted to share the same road as Kia for the next two years, this new momentum promises to be exciting. What we learned from our past collaboration with Kia was the convergence of our two worlds around excellence, high performance and technology. That being said, we are now eager to begin this new journey towards new technological horizons and the establishment of new standards for our industry. Together, we will do our utmost to promote the development of our League of Legends teams and the esports scene in general."
Olivier Bouelharrag, Marketing Director of Kia France, concludes: "This partnership was completely natural, since innovation and expertise are key elements of our respective industries. But beyond this observation, I think that the strength of our collaboration will lie in our creativity and our desire to inspire our audiences. Esports is a major sporting discipline, so it is important for us to be part of this movement and draw inspiration from it to meet these athletes."