Competitive Edge - Sports & Entertainment Marketing News

Kia’s League of Legends Championship Series sponsorship demonstrates its long-term outlook toward esports


After a year of skepticism surrounding esports, Kia — an automobile brand — still believes that competitive gaming is the sports of the future.

Click here to read the story at

Discussion Questions:

  1. What is sponsorship?
  2. Why do businesses and brands invest in sponsorship?
  3. How do you think they determine which sports and entertainment brands to sponsor?
  4. What types of businesses might be interested in sponsoring esports?
  5. Do you think ALL businesses would benefit from an esports sponsorship? Why or why not?
  6. What is the League of Legends Championship Series?
  7. What is a target market?
  8. In addition to the League of Legends Championship Series, what other esports properties does Kia sponsor?
  9. What might Kia’s sponsorship of the League of Legends Championship Series and other esports properties tell you about Kia’s target market?
  10. What is sponsorship inventory?
  11. How might things like digital banners inside the “League of Legends” gaming environment and presenting rights to player awards like the LCS MVP award and Rookie of the Year award represent an example of sponsorship inventory?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.


Generic selectors
Exact matches only
Search in title
Search in content
Post Type Selectors