Team Vitality partners with Kia France

French esports organization Team Vitality has announced a partnership with the local arm of South Korean car brand Kia. The deal is expected to draw attention to the selection of new electric vehicles.

The partnership joins Kia's other long-term associations with the League of Legends European Championship (LEC) and North American esports team Rogue, and will be launched through a digital campaign designed to promote each organization's products.

Team Vitality President Fabian Devay: "We are delighted to have partnered with Kia France, a leading brand in the electrification market and innovative in its approach. It's great to partner with Kia France to create something unique for our fans."

The digital campaign will focus on video content co-produced by the two organizations and will feature a range of team athletes as well as a selection of Kia electric vehicles. The campaign will air for three months starting at the end of July.

While this partnership is technically only with the French arm of Kia, this agreement brings the South Korean company a fourth esports partner from League of Legends. As a reminder, the most prominent partner of the brand is the DAMWON Gaming Kia organization.