Iconic German car brand Mercedes-Benz has been announced as a global partner of League of Legends esports. 

Mercedes-Benz has been sponsor of the League of Legends Pro League since 2018, but the new partnership marks a considerable expansion, covering the World Championship, Mid-Season Invitational, and All-Star Event.

In addition to Mercedes-Benz serving as presenting sponsor of trophies, the partnership will also include in-game advertising, branded content, commercials, and social media content created around the events. 

Discussing the news Head of Global Esports Partnerships at Riot Games, Naz Aletaha, said:

“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.

“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.”

While Vice President Marketing at Mercedes-Benz AG, Bettina Fetzer, added:

“We are proud to partner with Riot Games and are excited to interact with the League of Legends community. In cooperation with Riot, we want to create collaborative experiences for esports fans and give them an emotional connection to our brand.”

Other League of Legends esports partners include Alienware, Axe, Bose, Cisco, Getty Images, Louis Vuitton, OPPO, Red Bull, Secretlab, Spotify, and State Farm. 

AYO.NEWS says:

Again we see a major luxury motor brand expand its esports presence, strongly suggesting it is an effective way to reach the lucrative Millennial market. Only yesterday we reported that Chinese esports organisation TOP Esports (TES) had entered a partnership with FAW-Audi, ahead of Worlds 2020. 

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