BMW has made a number of recent moves to bolster its esports marketing presence. Recently the company entered into five sponsorship agreements with top-level esports teams. The list of teams includes Cloud 9, in the U.S., Fnatic, in the U.K, Funplus Phoenix, in China, G2 Esports in Germany, and T1 in South Korea.
Overall BMW’s marketing expansion is timely, as esports is growing as many people are forced to remain home due to COVID-19.
Jens Thiemer, the SVP of customer and brand for BMW, spoke about the new esports marketing initiative, “Esports shows us how sports entertainment can continue to thrive and play a key role considering today's challenges. Our entry into esports is motivated by a commitment to become a sustainable, global partner, supporting the teams and the discipline as a whole, before, during and after these times of uncertainty.”
Image Credit: BMW