Mercedes-Benz has partnered with the League of Legends World Championship, organized by Riot Games, to carry the tournament's iconic trophy across Europe during the competitive season. As a result of the deal, Mercedes-Benz will use its G-Class SUV to transport the trophy to cities such as Berlin, Paris, and London, where the three tournaments will be hosted. Mercedes will also be using this deal to promote its vehicles.
“As a long-standing partner of League of Legends Worlds, we are particularly excited to welcome one of the world’s biggest esports events in Berlin, Paris and London. Together with Riot, we are looking forward to creating unique and memorable moments for the community and to making the world believe in the outstanding performance of all athletes participating," said Bettina Fetzer, Vice President Communications & Marketing at Mercedes-Benz AG.
Image Credit: Mercedes-Benz, Riot Games
What's Driving This Trend
- Esports Marketing Collaborations
- Luxury automakers are increasingly teaming up with popular esports tournaments to boost brand visibility and engagement among younger demographics.
- Trophy Touring Promotions
- Branding opportunities emerge through the transport and display of iconic esports trophies, turning these events into roving marketing campaigns.
- Cross-country Event Sponsorships
- National and international companies are leveraging multi-city sports events to enhance their brand presence across various regions.
Who This Affects Most
- Automotive
- The automotive sector is exploring innovative partnerships within the fast-growing esports industry to capture a share of the young, tech-savvy market.
- Esports
- Esports organizations are attracting high-profile sponsors seeking to tap into the massive viewership and enthusiastic fanbase of competitive gaming.
- Marketing & Advertising
- Marketing and advertising firms are seeking new ways to integrate traditional brand promotions with digital and live esports events.
