Kia New Zealand is proud to announce its official major sponsorship of New Zealand Esports and the E Blacks, New Zealand’s national Esports team.
This exciting partnership brings together one of the country’s most recognisable automotive brands with New Zealand’s top gaming talent as they gear up to compete on the global stage.
Kia has long been associated with high-performance sport in New Zealand through its long standing partnership with teams like the Hurricanes, venues such as Eden Park and initiatives such as the Halberg Foundation. Now, the brand is stepping into the digital arena, backing the fastest-growing sport in the country.
“In a rapidly evolving digital space, Esports represents innovation, creativity and connection – values that align perfectly with Kia’s ethos of ‘Movement That Inspires’,” said Todd McDonald, Managing Director of Kia New Zealand.
“Esports engages a huge cross-section of Kiwis, and this partnership gives us the opportunity to support everyone from students to elite competitors.”
The move reflects a shift in how Kiwi audiences engage with sport. Research shows that 76% of Esports fans now spend more time watching gaming than traditional sports, a trend that’s reshaping the sporting landscape around the world.
As part of the sponsorship, Kia New Zealand secures naming rights for the EBlacks and will supply its latest electric vehicle range to support the team’s operations. The partnership will provide an opportunity to showcase Kia’s innovative ‘Vehicle to Load’ (V2L) technology, with EVs powering high-end portable gaming rigs directly from the car. This mobile setup will allow the NZ Esports to connect with communities across the country, bringing Esports to grassroots levels.
The initiative also supports NZ Esports’ nationwide schools programme, which reaches over 10,000 students annually. The programme promotes healthy gaming habits and encourages balance between digital engagement, physical activity, and wellbeing.
“Having a brand like Kia backing our national team is a huge step forward for Esports in New Zealand,” said 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.”
The partnership marks a significant moment for Esports in New Zealand, recognising it as a legitimate and influential part of sporting culture with a passionate and rapidly growing audience.
