Kia drives into the digital arena with EBlacks sponsorship

Kia New Zealand has announced it will become the official major sponsor of New Zealand Esports and the EBlacks, the country’s national Esports team, marking the brand’s first foray into the digital sporting arena.

The partnership links one of New Zealand’s most recognisable automotive brands with the nation’s top gaming talent as they prepare to compete on the global stage. It also builds on Kia’s long-running involvement in Kiwi sport, including its partnerships with the Hurricanes, Eden Park, and the Halberg Foundation.

“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 comes as Esports continues its explosive growth. Research cited by NZ Esports shows that 76 per cent of its fans now spend more time watching gaming than traditional sports, a trend reshaping the global sporting landscape.

Under the new deal, Kia New Zealand secures naming rights for the EBlacks and will supply its latest electric vehicles to support team operations. The partnership will also highlight Kia’s innovative ‘Vehicle to Load’ (V2L) technology, allowing EVs to power high-end portable gaming setups directly from the car. These mobile rigs will be used to connect with communities around the country and bring Esports to grassroots audiences.

The initiative will further bolster NZ Esports’ schools programme, which reaches more than 10,000 students annually, promoting healthy gaming habits and a 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.”

It’s said the partnership represents a milestone for the rapidly growing local Esports scene, signalling its recognition as a legitimate and influential part of New Zealand’s sporting culture.