Kia enters digital arena

Kia NZ has become the official major sponsor of New Zealand Esports and the EBlacks, our national Esports team. 

The brand has long been associated with high-performance sport through its partnerships with teams such as the Hurricanes, venues like Eden Park and initiatives such as the Halberg Foundation.  

It has now stepped into the digital arena by backing top gaming talent in what’s dubbed the country’s fastest-growing sport.

“Esports engages a huge cross-section of Kiwis and this partnership gives us the opportunity to support everyone from students to elite competitors,” says Todd McDonald, managing director of Kia NZ.

The move reflects a shift in how New Zealand audiences engage with sport. Research shows 76 per cent of Esports fans spend more time watching gaming than traditional sports, a growing trend that’s global.

As part of the deal, Kia NZ has secured naming rights for the EBlacks and will supply its latest electric-car range to support the team’s operations.  

The partnership will provide an opportunity to showcase the marque’s vehicle-to-load technology, with EVs powering high-end portable gaming rigs directly. This mobile set-up allows NZ Esports to connect with communities across the country at grassroots level.

The initiative also supports NZ Esports’ nationwide schools programme, which reaches more than 10,000 students annually. It encourages balance between digital engagement, physical activity and wellbeing.

“Having a brand like Kia backing our national team is a huge step forward,” says Jonathan Jansen, CEO of NZ Esports. “It’s a strong endorsement of our athletes and shows the country that the EBlacks are serious contenders on the world stage.”