Kia sponsors Korea's esports team competing at Asian Games

Korean national esports team members wear the official uniform for the 19th Asian Games Hangzhou 2022 with the Kia logo printed on it. Courtesy of Kia

By Kim Jae-heun

Kia, the country's second-largest carmaker, has signed an official partnership with the Korea e-Sports Association (KeSPA) to sponsor the Korean national team for the upcoming Asian Games, the company said Friday.

Under the deal, it will participate in the 19th Asian Games Hangzhou 2022, which were delayed to September this year, as an official sponsor of the Korean national esports team and display a Kia Logo on the front of players' uniforms.

“As esports is adopted as an official sports event for the first time at the Asian Games, we will make our best efforts to sponsor the Korean national team,” a Kia official said. “Furthermore, the company plans to provide various supports for the growth of the Korean esports industry in the future.”

Kia will unveil online content produced with the national team and hold social media events with local esports fans during the finals.

The carmaker also plans to support the Korean national team in preliminary events such as the Road to Asian Games, the national team's participation in the opening ceremony and warmup matches as well as a Korea-China-Japan esports competition prior to the Asian Games.

“I am happy to share the historic moment when the Korean national esports team will officially participate in the Asian Games for the first time with Kia. The Korean national team will also try their best to make the country proud at the global sports event,” KeSPA acting President Kim Yong-sam said.

Kia has been leading various support and marketing activities for the development of esports here and abroad by sponsoring the League of Legends EMEA Championship in Europe, the Middle East and Africa since 2019 and Dplus KIA since 2021.