Cloud9 to compete as Cloud9 KIA for 2025 League of Legends season

Cloud9 has announced that car brand Kia America will be a naming rights partner for the North American esports organisation’s League of Legends team.

Now called Cloud9 Kia, the new branding will debut at the start of the League of the Americas (LTA) season. The expanded partnership will also feature a series of co-branded activations, including content series, live events and more.

The partnership between Cloud9 and Kia America was first locked in prior to the 2023 League of Legends World Championship and continued throughout 2024.

According to a post by Cloud9 on Linkedin, the announcement comes as a ‘natural progression following a year of growth and resilience,’ showcasing a strong alignment of values in performance and innovation.

The length of Cloud9 and Kia America’s new partnership has not been revealed.

“We are proud to extend and expand our partnership with Kia as they become our League of Legends team’s entitlement partner,” said Jack Etienne, CEO and Co-Founder of Cloud9.

“Kia has been instrumental in supporting our team’s journey, and their commitment to innovation and excellence perfectly mirrors our philosophy. Together, as Cloud9 Kia, we look forward to continuing to raise the bar in esports performance and fan engagement.”

Founded in 2013, Cloud9 is one of North America’s leading esports organisations. Based in Los Angeles, California, the organisation competes in various esports titles such as League of Legends, VALORANT and Apex Legends.

The company has developed a strong portfolio of partners throughout the years, with its latest partner being NVIDIA in September 2024. Aside from the hardware and technology company, Cloud9 with eyewear solution Zenni Optical, gaming chair brand Secretlab, and egg roll brand PAGODA Snacks.

Kia has been heavily investing in the gaming and esports space over the past few years, having collaborated with several League of Legends competitions across Riot’s competitive ecosystem. It recently extended its deal with the LEC (League of Legends EMEA Championship) until 2026 and has been a name sponsor for the South Korean esports team Dplus KIA since 2021.