Chinese esports organisation TOP Esports (TES) has entered a partnership with car brand FAW-Audi. 

The agreement covers the TOP Esports League of Legends team, and was announced in a commercial featuring an Audi A4 and six TES League of Legends players. As part of the agreement, Audi’s iconic “four rings” logo now feature on TES’s team jerseys. 

FAW-Audi is a subsidiary of FAW-Volkswagen Automotive Co., Ltd, a major joint venture between China FAW Group Corporation, German Volkswagen AG, Audi AG, and Volkswagen (China) Investments Co., Ltd. 

Financial details of the partnership have not been disclosed. 

The partnership comes ahead of the Worlds 2020, set to take place in Shanghai from 25 September to 31 October, with TES being one of the favourites to win. 

AYO.NEWS says:

Getting the backing of a prestigious brand like Audi right before the Worlds 2020 is pretty cool for any esports team, and is sure to be good for confidence. From a commercial point-of-view, it once again underlines how luxury brands now see esports as the ideal way to connect to the all-important Millennial market. 

Audi is no stranger to esports, fielding an official factory team in the Formula E Race at Home Challenge, sponsoring Riot Games’ Belgian LoL league, and Future FC (now rebranded as Astralis), Fokus Clan, and Shanzer Esports. 

‘AYO.NEWS says’ features the opinion of the author and does not necessarily reflect the views of Pentagon Digital Limited or its affiliates or associates. 

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