Ukraine-based esports organisation HellRaisers has teamed up with Auto International, Mazda’s official distributor and importer in the country.

The partnership will see the Mazda brand promoted via HellRaisers’ videos and media, under the tagline “leaders of the car and esports industries,” and integrated into esports tournaments. An additional activation is also said to be in the works, but no details have been released. 

Discussing the collaboration Chief Business Development Officer at HellRaisers, Tatiana Kuzmenko, said:

“Esports is part of the new reality, which is proved by more than 1.67m Ukrainian fans. We’re very glad to become the first club in the country to launch such a large-scale project with a car brand. 

“We don’t want to just put Mazda’s logo on our channels and jerseys, our goal is to create a truly great and interesting project.”

While Marketing and PR Manager at Auto International, Tatiana Shereme, added:

“Unlike the international practice, no car brand in Ukraine has ever collaborated with an esports organization. For a Ukrainian brand distributor, this is a unique project, and we’re very glad to see our brand become the first car partner and friend of an esports team in Ukraine.”

In August HellRaisers rebranded (after working with the BANDA creative agency), and in September the organisation ended its title sponsorship deal with online betting operator 1xBet after two years. 

The organisation currently fields rosters in Dota 2, CS:GO, and Fortnite.

AYO.NEWS says:

This is an interesting partnership in a couple of ways. Not only is it the first time a Ukrainian esports organisation has partnered with a car manufacturer, but it’s also noteworthy that HellRaisers is moving away from betting sponsorships.

Staying with car manufacturers sponsoring esports, last month Mercedes-Benz was announced as the new global partner of League of Legends esports, while FAW-Audi revealed a deal with Chinese esports organisation TOP Esports (TES). 

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