German-automaker Mercedes Benz has announced during the 2020 League of Legends Championship Preview Event that it will be the automotive partner for Riot Games, the publisher for League of Legends in the latter’s professional events. Bettina Fetzer, VP marketing for Mercedes-Benz was the one to make the announcement regarding the partnership, which involves one of the largest e-sport events in the world.
The tenth edition of the League of Legends World championship will be held in Shanghai, the first major e-sport event since the COVID-19 pandemic will mark the events tenth iteration but the inception of the partnership between Riot games and Mercedes-Benz AG. The partnership has already been teased about in the World’s official anthem video, wherein viewers could spot the Mercedes-Benz GLA and EQC featuring in the video, released on 17th of september.
Mercedes reacted positively to the topic on its social media handles, and tweeted a video featuring Bettina Fetzer sitting in an EQC and used the voice-command with the MUBX by saying,”Hey Mercedes, Guide me to Shanghai!”, thus confirming the partnership with LoL championship. The partnership has made Mercedes the official sponsor for three of the biggest LoL events around the globe, boosting the reach of the majorly Asia based championships with the German brand’s global following.
Speaking on the involvement with esports, Bettina Fetzer said,“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 partic
ipate even more actively than before in shaping the future of esports and inspire fans about our brand in a playful dialog”. Promoting the brand’s focus on having a younger fanbase the partnership looks to be a game-changer for Mercedes and Riot games alike.
The partnership also conveys to the game, wherein players can find exclusive Mercedes-Benz branded boxes in-game, and other branded merchandise in-game which will enable them to interact with the Game’s massive fanbase. Mercedes-Benz will also present the trophy ceremonies and change the broadcast system to reach a broader fan base of one-of-the most important esports broadcast streams.
“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 we are excited to combine our shared appetite for innovation with a brand which for a century has led an industry.” said Naz Aletaha, Head of partnerships, Riot Games about the partnership.
League of Legends was released and has for a decade dominated the gaming industry with one of the largest user bases in the world with approx 8 million users per day and being the 2nd largest esports league behind DOTA2.
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