BMW announced today that it will be partnering with five of the world’s leading esports organizations that compete in League of Legends. The move is expected to help the German luxury automaker boost its profile in the booming esports space throughout the United Kingdom, China, Germany, South Korea, and the USA. The five teams are Cloud 9, Fnatic, Funplus Phoenix (China), G2 Esports (Germany), and T1.
With live sporting events on hold due to coronavirus, esports have been experiencing unprecedented growth. Pundits and fans expect the popularity to persist even after a cure for COVID-19 is found. By increasing its participation in esports and online gaming, the BMW brand aims to target Generation Z.
By banding together with top esports teams, BMW will be able to make their mark on the future of esports. In a written statement, BMW Senior VP of Customer and Brand Jen Thiemer noted that,”esports shows us how sports entertainment can continue to thrive and play a key role considering today’s challenges. Our entry into esports is motivated by a commitment to become a sustainable, global partner, supporting the teams and the discipline as a whole, before, during and after these times of uncertainty.”
Today’s announcement isn’t BMW first foray in the world of esports. BMW partnered with the European League of Legends in Paris starting in 2017 and the SIM Racing Season in 2019. Fittingly, the SIM Racing Season ended with the BMW SIM LIVE Premier at BMW Welt in Munich, Germany.
BMW hopes to promote the competitive nature of esports by using the slogans such as “United in Rivalry” and “United at Home.” BMW will create custom team vehicles that are expected to become trademarks of each team. These partnerships also involve developing social media content and information-sharing.