• Leading global esports team Team Vitality and renowned mobility brand Kia proudly announce a two-year partnership.
  • The two organisations rejoin forces after a successful collaboration in 2021 which saw the launch of #VoyageToInspiration, a campaign focusing on the journey from being inspired to becoming an inspiration.
  • The collaboration aims to further connect with fans across France using innovative content throughout the upcoming year with a campaign called “The Lane of Mouvement”.

Leading global esports organisation Team Vitality is excited to announce that it is re-joining forces with Kia. In their new two-year-long partnership, Kia will serve as the official supplier for Team Vitality’s Ligue Française League of Legends (LFL) and League of Legends European Championship teams (LEC), solidifying its commitment to the esports community. Whilst Kia is an official partner of the LEC, Team Vitality is the only European team to be partnered with the mobility brand, embodying the supplier’s presence in the French and European League of Legends circuits.


This partnership marks a significant milestone in the collaboration between Kia and Team Vitality, following the successful partnership and original digital campaign #VoyageToInspiration in 2021. Recognising their shared passion for innovation, performance, quality and determination, the two companies are poised to deliver exceptional experiences to fans and enthusiasts alike.

As part of this long-term agreement, Kia and Team Vitality will produce compelling content throughout the coming year, connecting with fans on a deeper level and bringing the worlds of esports and automotive closer together. 

This partnership will be crystallised around a campaign “The Lane of Movement” designed to reach the League of Legends audience. The “lane” is a direct reference to the game League of Legends, but also a nod to the mobility provider Kia whose brand signature is “Movement that inspires”. Fans can look forward to a series of exciting initiatives, including exclusive behind-the-scenes content, fan engagement activities, and unique experiences.

The campaign video “The Lane of Mouvement” was created with the help of an AI, demonstrating the desire of the two companies to use technology to shake things up. The artificial intelligence was fed by language elements specific to the two brands’ universe – science fiction, a honeycomb world, mobility and fantasy reminiscent of League of Legends – to build a bridge between the concept and the video.


The collaboration will see Kia’s endeavours reinforce its positioning on the market as a technological and inspirational brand eager to offer and promote creative brand experiences. Since 2021 and the reshape of its brand image, Kia yearns to be a game-changer in the industry by becoming a leader in electrification and sustainable mobility services. The shared values between Team Vitality and Kia which are both progress-oriented feature a pivotal common foundation to be capitalized on in order to implement relevant activations for the esport community. 

By joining forces with a leading European esports club with more than 12 million fans, this partnership will also enable Kia to strengthen its digital presence and connection with tech audiences. Finally, the two brands have the ambition to establish a new mindset on the esport scene. Together, they share the project to shake up the classic codes of the scene around the notions of technology and movement.

Speaking about the new partnership, Nicolas Maurer, CEO of Team Vitality, expressed his excitement, stating, “We are thrilled to announce our exciting two-year partnership with Kia. This collaboration signifies the convergence of two brands that value excellence, high-performance and technology. We look forward to the journey ahead, as we drive League of Legends to new horizons together with Kia, setting new standards and leaving an indelible mark on the industry.”

Olivier Bouelharrag, Marketing Director of Kia France, expressed his enthusiasm, stating, “Innovation and expertise are key to our respective industries, which makes this partnership a natural fit. But beyond this focus the strength of our collaboration will lie in our creativity and desire to surprise our audiences. Esport is a major sporting discipline so it is important for us to be part of the movement and draw inspiration from it to reach out to these athletes.”