● Kia will be the title sponsor for the eSports event, a key milestone in the growth of competitive gaming in MENA.
● Through its partnership with Riot Games MENA (The Arabian League), Kia will build further ties with the global eSports community in the MENA region, following successful collaborations in Europe, North America and Korea.
● Kia will bridge gaming and the real world with on-ground activations, contributing to the gaming culture among youth in MENA through innovative ways.
Dubai, United Arab Emirates, February 25, 2025:Kia Middle East and Africa and Riot Games MENA announced their partnership for The Arabian League, the official regional league in the MENA region. This collaboration builds on Kia’s existing successful alliances with the League Championship Series since 2019 in Europe, 2021 in Korea and 2024 in North America, demonstrating its ongoing commitment to eSports.
League of Legends (LoL), developed by Riot Games, is a cornerstone of the global eSports scene, known for its highly structured competitive ecosystem. Since its launch in 2019, the Arabian League has brought together the region’s top teams to compete for the MENA championship and a chance to represent the region on the international stage at the EMEA Masters, a key tournament that bridges regional talent with Europe’s wider competitive circuit.
SooHang Chang, President, Regional HQ, Middle East & Africa, Kia, commented: “Leveraging the success of our League of Legends partnerships in Korea, North America, and Europe, we are excited to expand this collaboration in the MENA region. Guided by our customer-centric vision, we are fostering these relationships to create meaningful and lasting connections with gamers and enthusiasts. We look forward to an engaging tournament and supporting the region's top talent.”
Tariq Al Kufiri, Head of Business Development at Riot Games MENA, commented: “eSports - aside solely being about electronic gaming - is a global movement that brings people together through passion, skill and innovation. Kia’s commitment to innovation and excellence aligns perfectly with our vision for the future of eSports and gaming. Together, we look forward to delivering great experiences to players across the region, further strengthening the eSports ecosystem and driving new opportunities for growth and engagement.”
The Arabian League, recognised as the largest of its kind in MENA with over 19 million minutes watched, is managed locally in the Middle East, with regional talent leading the broadcasts in Arabic. Eligible countries to play include Algeria, Bahrain, Egypt, Iraq, Jordan, Kuwait, Lebanon, Libya, Morocco, Oman, Palestine, Qatar, Saudi Arabia, Tunisia and the United Arab Emirates.
Kia (www.kia.com)is a global mobility brand with a vision to create sustainable mobility solutions for consumers, communities, and societies around the world. Founded in 1944, Kia has been providing mobility solutions for more than 75 years. With 52,000 employees worldwide, a presence in more than 190 markets, and manufacturing facilities in six countries, the company today sells around three million vehicles a year. Kia is spearheading the popularization of electrified and battery electric vehicles and developing a growing range of mobility services, encouraging millions of people around the world to explore the best ways of getting around. The company’s brand slogan ‘Movement that inspires’ reflects Kia’s commitment to inspire consumers through its products and services.
League of Legends Esports (LoL eSports) is the pinnacle of competitive gaming attracting the attention of millions of fans since 2010. Accessible worldwide through live events as well as digital and traditional channels, it is one of the most-watched forms of sports entertainment on the planet. With leagues representing regions from around the globe qualifying into three high-impact tournaments, LoL eSports offers players a platform to pursue eSports as a meaningful and rewarding life pursuit.
For more information, visit the Kia Global Media Center at www.kianewscenter.com
For media inquiries, please contact
Gaia Cianci
Senior Account Executive
T. +971 58 650 4919
E. gaia.cianci@ogilvy.com
For Riot Games media inquiries, please contact:
Luciano Rahal