Game developer Riot Games has extended its partnership with luxury automobile brand Mercedes-Benz at least until 2025.
The three-year extension aims to further develop global esports culture and the worldwide LoL community, the companies said. However, details on future activations beyond its Championship Ring activation were not revealed.
According to a release, the League of Legends World Championship — the 2022 edition of which is being held in North America — will be the ‘highlight’ of the partnership.
Mercedes has been a global partner of League of Legends Esports since 2020, when it became a presenting sponsor of trophy ceremonies and the official exclusive automotive partner.
The partnership renewal will see both parties continue their Championship Ring activation which, in cooperation with Aether Diamonds, will this year be complimented by a sustainably-made diamond in the centre of the ring. In 2021, Mercedes and Riot unveiled a commemorative championship ring for the 2021 League of Legends World Championship.
One of the planned highlights of the World Championships will be the Trophy Ceremony, which is being presented by Mercedes-EQ and will involve the handover of the Championship Ring to the winning team.
In addition to the Championship Ring, Mercedes and Riot are planning other joint highlights around the World Championship this year, which they claim will level up the LoL Esports experience for fans.
Mercedes-Benz is a highly active brand in esports. It first joined the industry in 2017 via a deal with ESL, which was later renewed in 2020. In 2018 it sponsored LPL side Royal Never Give Up, and in 2019 purchased a 67% stake in SK Gaming alongside FC Köln.
Naz Aletaha, Global Head of League of Legends Esports at Riot Games, commented: “Mercedes-Benz is synonymous with excellence, and over the last three years, their partnership has helped elevate and celebrate the biggest moments across our sport.
“The passion and creativity Mercedes-Benz brings to every collaboration is second to none, and we’re thrilled to extend our relationship and continue to join efforts on more high-impact moments for LoL Esports and our community.”
