paiN Gaming changes gears with BMW sponsorship

08 October 2019


Brazilian organisation paiN Gaming has announced a sponsorship from automotive manufacturer BMW.

The deal aims to “promote key values common to both brands,” namely innovation, technology, and high performance.

RELATED: Cloud9 announces BMW as automotive sponsor

The sponsorship kicked off with a promotional video including Gabriel “Kami” Bohm and influencer Ricardo “Piuzinho,” among other members of the organisation. The deal includes a jersey sponsorship, branded content, events, and activations that will include “around 50 paiN Gaming pro players and influencers.” It also includes the image rights of the aforementioned personnel.

Jorge Junior, Head of Marketing at BMW Group Brazil discussed the sponsorship in a release: “BMW is a pioneer company that paves its own way independently. We reinvent ourselves every day to fascinate consumers and fans with the latest in premium mobility technology. That’s why we see a lot of synergy in the partnership with paiN Gaming that – like BMW – delivers adrenaline through technology.

“We live what we love and we believe that this union will encourage this which already is one of the most important and electrifying sports on the planet. This will position us even closer to the new generations that were born in digital times and that are fully connected to this environment.”

RELATED: Riot Games announces Honda as automotive partner of LCS

Allan Fernandes, Commercial Vice President of pain Gaming added: “Brazil is one of the three largest esports consumer markets in the world, with about 18 million casual spectators / enthusiasts. Receiving the investment of traditional brands that are benchmarks in their segments and technological advances is important to consolidate eSports as fertile ground for connecting with new generations and the future.”

BMW was announced as North American organisation Cloud9’s official automotive sponsor in March, resulting in a series of advertisements. It previously sponsored the EU LCS Summer Finals in 2017.

paiN Gaming entered a partnership with Coca-Cola in May, exclusively involving its League of Legends team.

Esports Insider says: There’s definitely a lack of partnerships in Brazil when compared to esports in Europe and North America, but this is a big grab for paiN Gaming and its region. BMW is a big deal almost everywhere in the world so no doubt this will be received well by fans and those in Brazil’s local esports market.