Automobile brand GMC has become the official automotive partner for North American esports organization TSM FTX. This partnership marks GMC’s first esports and gaming partnership, as the brand has only previously collaborated with Twitch for the release of the ‘GMC HUMMER EV’ back in 2020. The automobile brand is considered to be General Motors’ premium SUV and truck brand, and this partnership solidifies GMC’s place in the esports industry alongside names like BMW, Mercedes Benz, and Toyota.
The partnership between TSM and GMC aims to bolster the automobile company’s audience to reach younger generations. Both companies hope that the partnership will "redefine the [esports] category" and are looking at potential content creation opportunities for the organization-level partnership.
Automotive Esports Partnerships
TSM FTX Announces GMC as Its Official Automotive Partner
Trend Themes
1. Automotive Esports Collabs - More and more traditional automotive brands will want to partner with esports organizations to attract a younger audience.
2. Esports Sponsorship - Esports will become an increasingly attractive marketing venue for non-endemic brands.
3. Auto-entertainment Partnerships - Expect to see a lot more partnerships between automakers and gaming/entertainment companies to tap into the intersection of gaming and car enthusiasts.
Industry Implications
1. Automotive - Automakers have an opportunity to reach younger generations through esports sponsorships & collaborations.
2. Esports - Esports organizations have an opportunity to attract non-endemic brands for sponsorship & global consumer exposure.
3. Gaming/entertainment - Companies in the gaming and entertainment space should leverage their appeal to establish partnerships with automotive companies, creating new innovations in the crossover between the two industries.