Team Vitality, a leading esports club in France and Europe, and the Kia mobility brand are proud to announce a two-year partnership.
- This partnership aims to strengthen their ties with Team Vitality fans through the production of innovative content throughout the year, and more specifically with the new "The Lane of Movement" campaign.
- The two brands are partnering 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 teams in the French League (LFL) and the League of Legends European Championship (LEC), thus strengthening its commitment to the esports community. As Kia was already an official partner of the LEC, Team Vitality thus becomes the only European team associated with the mobility brand, embodying the partner's presence in the French and European League of Legends circuits.
KIA BECOMES AN OFFICIAL PARTNER OF TEAM VITALITY
This partnership marks a new important step in the collaboration between Kia and Team Vitality. After a successful first collaboration in 2021 with the #VoyageToInspiration digital campaign, the two entities 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 this long-term agreement, Kia and Team Vitality will produce innovative content throughout the year aimed at strengthening ties with fans and bringing together the worlds of esports and mobility.
This partnership will therefore revolve around "The Lane of Movement" campaign, 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 behind-the-scenes esports content, tailor-made activities, and unique experiences.
Proof of the desire of both companies to break the rules by using technology, "The Lane of Movement" campaign video was designed with the help of an AI. Thus, artificial intelligence was fed by the language elements specific to the universe of both 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 ESPORTS SCENE
This collaboration will allow Kia to strengthen its positioning as a technological and inspiring company in the market, by continuing to offer creative brand experiences. Since the launch of its new brand strategy in 2021, Kia aspires to change the rules of the game by becoming the leader in electrification and sustainable mobility services. The values of innovation shared by Team Vitality and Kia constitute a key common ground to capitalize on to build relevant activations for the esports community.
By partnering with the European esports club with 12 million fans, Kia also strengthens its digital presence and its ties with tech audiences. Finally, both brands aim to establish a new state of mind on the esports scene. Together, they share the project of breaking the rules of the discipline around the notions of technology and movement.
Regarding this new partnership, Nicolas Maurer, CEO of Team Vitality, states: "We are delighted to share the same road with Kia for the next two years, this new momentum promises to be exciting. What we had retained from our past collaboration with Kia was the convergence of our two universes around excellence, high performance, and technology. That being said, we are now eager to embark on this new journey towards new technological horizons and the establishment of unprecedented standards for our industry. Together, we will do our best to promote 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 the strength of our collaboration will lie in our creativity and our desire to inspire our audiences. Esports is a major sports discipline, so it is important for us to join this movement and be inspired by it to meet these athletes."