If during the first years of the competitive League of Legends scene, investors were rather cautious, the trend is now the opposite - and Lolesports continues to sign partnerships with renowned brands. After MasterCard and Bose, Riot Games today announced the addition of a major partner to its range of sponsors: Mercedes-Benz.
Newly added banners in the Rift will soon feature the automotive giant's circular logo, while its cars will become the official transports for major League events.
“Mercedes-Benz is joining us as an official automotive partner for the biggest events in our sport, ” comments Naz Aletaha, Head of Global Esports Partnership at Riot Games.“ The World Championship, of course, the Mid-Season Invitational, and our All-Star event. So Mercedes will be present in different ways at our global events and broadcast over the next few years. From branded content to transport during big events and more. In particular, Mercedes will be the first-ever Trophy Ceremony Partner at each of our global events, where it will help honor the best in the League."
From the LPL to the international scene
The Mercedes-Benz brand isn't completely foreign to the world of esports, since it has already linked a partnership with ESL during the past year. More so, since 2018, the automaker has also sponsored Royal Never Give Up, an LPL team that has long been home to famed ADC Jian “Uzi” Zi-Hao.
“We've been engaging with League of Legends regionally for a few years now, but we really felt it was time to take the next step, to really engage with an even larger audience and support this community than we do. have come to call family,” adds Bettina Fetzer, Vice President of Marketing at Mercedes-Benz.
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Original content by Thomas "Calo" Sauzin.