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Mercedes-Benz to become the exclusive automotive partner of all global LoL Esports events

George Miller

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Mercedes-Benz to become the exclusive automotive partner of all global LoL Esports events
Reading Time: 3 minutes

 

The Stuttgart-based luxury brand is set to become the exclusive automotive partner of all global League of Legends Esports events of Riot Games. This was announced today by Bettina Fetzer, Vice President Marketing Mercedes-Benz AG, during the 2020 League of Legends World Championship Preview Event. The partnership will focus on the League of Legends community and will feature Mercedes-Benz as the presenting sponsor of the Trophy Ceremony at global events — the pinnacle of sporting success for LoL pro teams.

The tenth edition of the 2020 LoL Esports World Championship, or 2020 Worlds for short, will take place in Shanghai from 25 September to 31 October. The first major global sports event in China since the coronavirus pandemic marks not only the tenth anniversary of the Worlds, but also the beginning of the global partnership between Riot Games and Mercedes-Benz. Hints about the partnership were given to the community in advance. Attentive observers had already recognised the Mercedes-Benz GLA and the Mercedes-Benz EQC (combined power consumption: 21.3-20.2 kWh/100 km, combined CO2 emissions: 0 g/km)¹in the official Worlds anthem video, released on 17 September. It was a hot topic in the community. Mercedes-Benz responded immediately on social media, where Bettina Fetzer, Vice President Marketing Mercedes-Benz AG, sat in an EQC with the Summoner’s Cup on the front passenger seat and said in dialogue with MBUX: “Hey Mercedes, guide me to Shanghai!”

Bettina Fetzer officially announced the partnership today at the Worlds 2020 Preview Event, hosted by Riot Games from Los Angeles. Mercedes-Benz is now the exclusive automotive partner of the three global events of League of Legends: the Mid-Season Invitational, Worlds, and the All-Star Event. In doing so, the automotive brand bearing the three-pointed star is elevating the existing sponsorship of the Chinese League of Legends, the so-called LPL, to a global level.

“We decided to partner with Riot Games because we strongly believe in esports”, says Bettina Fetzer, Vice President Marketing Mercedes-Benz AG: “League of Legends is one of the most popular games in recent years. By partnering with Riot Games at the global level, we want to participate even more actively than before in shaping the future of esports and inspire fans about our brand in a playful dialog”.

Mercedes-Benz begins the partnership with the motto “Icons of a new generation” and in doing so looks back on ten years of League of Legends Esports World Championship. Mercedes-Benz underlines the notion of community first at the start of Worlds and during the event issues Mercedes-Benz-branded Hextech Chests – virtual surprise boxes with coveted in-game items. Furthermore, plans call for using creative and innovative approaches to produce and provide exclusive content for fans during the Worlds. By doing so, Mercedes-Benz intends to interact with millions of connected fans around the globe and to actively participate in shaping Worlds through constant engagement.

“As the first luxury automotive brand to embrace esports at a global scale, Mercedes-Benz has developed a deep understanding of the unrelenting passion fueling the game and the League of Legends esports community,” said Naz Aletaha, Head of Global Esports Partnerships, Riot Games. “Mercedes has been synonymous with excellence for nearly a century, and we are excited to combine our shared appetite for innovation to bring great sporting moments to the global League of Legends stage”.

In addition, the TV spot that impressively fuses the world of LoL Esports with the real world celebrated its world premiere at the media event. In the spot, the viewer meets both famous esports heroines and heroes as well as a number of the most popular League of Legends characters. Only the interaction of all the players makes the line-up an unbeatable team and therewith “Icons of a new generation”.

The commitment to esports and the creation of added value is also made tangible by a host of other measures. Mercedes-Benz will from now on present the trophy ceremonies at all three global events, bring a new broadcast segment in the most important global event streams to the homes of fans and pay lasting tribute to esports in general and the League of Legends community in particular with additional integrations and creative communication activities.

eSports

Astralis Enters into Strategic Commercial Partnership with Garmin

Niji Narayan

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Astralis Enters into Strategic Commercial Partnership with Garmin
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Astralis Group has entered into a new strategic commercial partnership with Garmin, the global leader within wearable performance technology.

The partnership includes the promotion of the new Garmin Instinct Esports Edition smartwatch designed for esports athletes and enthusiasts. Astralis has already integrated the use of Garmin products in training and performance routines.

Jakob Lund Kristensen, Co-founder and CCO Astralis Group explains:

“We always look for new ways to develop the game and our business. We share the same vision as Garmin when it comes to performance and health, and for quite some time, we have discussed how both parties could take advantage of Garmin’s expertise within performance technology, and our constant strive to progress and elevate the game.

“Entering a long-term commercial partnership across all our teams is a strong commitment from both sides. We look forward to this partnership, and we are going to be very active around promotion and marketing in the Nordic region.

“We see a massive potential as the co-operation will be fully unfolded over the coming months and years.”

David Ekander, Nordic Marketing Director, Garmin:

“We have been looking into the gaming and esports market for a while, as we see a great potential to integrate the use of wearable performance tech in the strive to optimise performance and health for gamers and esports athletes.

“Athletes all over the world use Garmin products to track and improve their performance. With the launch of our newest innovation Instinct Esports Edition, esports athletes can use the new feature to track and examine how their body responds to intense competition.

“It is our hope that presenting the many benefits of using our products to an audience, who might not have considered wearable performance technology a natural part of their lifestyle, can actually help not only the individual but also esports and gaming in general. In this respect, working with a brand and organization as Astralis is a good match to us. We share the approach towards health and performance and Astralis Group is one of the most visionary brands in esports.

“We have great expectations to this partnership and look forward to showing together how players can use our products to improve their game.”

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eSports

4ELEMENTS ESPORTS IS MOVING FWRD THE BEGINNING OF A NEW ERA

George Miller

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4ELEMENTS ESPORTS IS MOVING FWRD THE BEGINNING OF A NEW ERA
Reading Time: 2 minutes

 

4Elements Esports (“4Elements”) and FWRDGG (“FWRD”) announced today the official merger between the two esports organizations. The new entity will keep the name of 4Elements Esports and will be headquartered in Luxembourg with a physical presence in the Netherlands and Belgium.

Over the last two years 4Elements developed its presence in the Benelux area and is now a recognized brand in the regional esports scene. The merger between both entities and their professional esports teams will give birth to the largest esports organization in the Benelux area with more than one hundred content creators, professional players, editors and staff involved in the success of the 4Elements brand.

“The last months have been intense and we have been working hard towards this merger,” said Joe Hoffmann, CEO of FWRD. “Instead of quarrelling we considered an alliance as being the right path to take in order to create a long-lasting esports brand in the region and position the organization as a top European contender,” he added.

After the merger, 4Elements will have professional esports teams competing in all major game titles including Counter Strike: Global Offensive (CS:GO), Fortnite, FIFA, Brawl Stars, iRacing and Rainbow Six. In the coming months 4Elements will also enter League of Legends, hence, adding an additional game title to the list.

“The level of competition in the esports market is high and is continuously increasing, as a consequence consolidation is a logical step if you want to position yourself on the international esports scene,” said Paul Helder, CEO of 4Elements. “We all share the same values and FWRD brings along a competent team with a strong expertise and a deep understanding of the esports market and mechanics,” he added.

Let’s give Benelux the flagship it deserves!

In the upcoming months, 4Elements is going to inform the public about serval new projects and undertakings, so stay tuned if you do not want to miss anything!

#CREATEYOUROWNIDENTITY

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eSports

F1 Esports Pro Series Event 2 – Media Conference Call

Niji Narayan

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F1 Esports Pro Series Event 2 - Media Conference Call
Reading Time: < 1 minute

 

F1 Esports drivers Dani Bereznay (Alfa Romeo), Marcel Kiefer (Red Bull) and Cedric Thomé (Haas) are going to take part in a media conference on November 2 ahead of the F1 Esports Pro Series Event 2, which starts on November 4. Event 2 comprises Zandvoort (Netherlands), Montreal (Canada) and Spielberg (Austria).

Dani Bereznay is currently the most successful driver in F1 Esports history with a career point total of 327 heading into Event 2, which is one point ahead of Red Bull’s Frederik Rasmussen. Bereznay is currently third in the championship standings with 33 points to his name. Marcel Kiefer is competing for Red Bull this year, after turning for Racing Point last season. Kiefer has winning experience having won the Silverstone race during last year’s championship and has gotten off to a great start this season, achieving two podiums across Event 1. Haas’ Cedric Thomé will be looking forward to racing in Montreal again where he finished at the top of the podium last year, whilst driving for Renault.

Conference call schedule:

Marcel Kiefer: 15:00 – 15:20

Cedric Thomé: 15:20 – 15:40

Dani Bereznay: 15:40 – 16:00

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