League of Legends Esports taps Mercedes-Benz as global partner

21 September 2020


Riot Games has established German automotive giant Mercedes-Benz as a global partner of League of Legends esports.

The deal includes the World Championship, Mid-Season Invitational, and All-Star Event.

Mercedes-Benz League of Legends Esports
Credit: Riot Games

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As well as serving as the presenting sponsor of the trophy ceremony at the major international events, Mercedes-Benz has been named the official exclusive automotive partner. It’ll develop branded content, dedicated commercials, ad artwork, and social media content around the events, according to a release.

Naz Aletaha, Head of Global Esports Partnerships at Riot Games, commented in a release: “Mercedes-Benz is the first luxury automotive brand to truly embrace esports at a global scale, while developing a deep understanding of the unrelenting passion fueling the game and the League of Legends esports community.”

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League of Legends esports’ roster of global partners also includes Louis Vuitton, OPPO, Cisco, Spotify, Bose, State Farm, Red Bull, Axe, Alienware, Getty Images, and Secretlab.

Bettina Fetzer, Vice President Marketing at Mercedes-Benz AG, added: “We are proud to partner with Riot Games and are excited to interact with the League of Legends community. In cooperation with Riot, we want to create collaborative experiences for esports fans and give them an emotional connection to our brand.”

Esports Insider says: Riot Games has done an incredible job in creating an ecosystem that leads to flagship events which command viewership and respect from the industry at large. Mercedes-Benz isn’t new to esports but this is one of its biggest moves to date.

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