German car manufacturer Mercedes-Benz has announced its official sponsorship of the League of Legends World Championship 2023.
Mercedes will be the official automotive partner for the event for the fourth year in a row. Moreover, the brand will launch a new campaign for the event, as well as support its partner and World Championship competitor T1.
The League of Legends World Championship starts today, October 10th, and will finish on November 19th. The competition will be supported by one of the world’s leading vehicle brands, Mercedes-Benz, for the fourth consecutive year. The vehicle brand has been a long-time supporter of esports, collaborating with organisations such as T1 and esports brands such as Riot Games, as well as fielding its own competitive esports team in simulation racing, called Mercedes AMG F1 Esports.
Mercedes has been supporting international League of Legends events such as MSI and Worlds through its position as the official automotive partner, providing players with transportation, and presenting its vehicles during the events.
The partnership between Mercedes and Riot Games is part of a long-standing relationship that hs been renewed until at least 2025. The two companies have announced that, for Worlds 2023, a global campaign called ‘The Hunt For Glory’ has been created.
The collaboration focuses on the Worlds tournament and T1. This includes an interview with Lee ‘Faker’ Sang-hyeok, as well as a digital scavenger hunt available to League of Legends fans worldwide.
In addition, the Korean branch of Mercedes-Benz will work with T1 for fan activations and events for local fans during the World Championship. The two brands notably agreed earlier this year on a large-scale partnership.
Britta Seeger, Member of the Board of Management Mercedes-Benz Group AG, Marketing & Sales, commented: “The dynamic and innovative mindset of the esports community aligns seamlessly with our brand’s dedication to push boundaries and our pioneering cutting-edge technology.
“Together with our partner Riot Games, we look forward to being a part of this culture and creating a memorable experience for our fans worldwide.”