League of Legends is getting bigger than ever. Riot Games, the developers behind the multiplayer online battle arena, recently announced that Mercedes-Benz has become the exclusive automotive partner for the eSports title.
This deal covers three events, including the Mid-Season Invitational (MSI), All-stars, and the League of Legends World Championship. With Worlds 2020 approaching, this is a colossal deal for Riot Games.
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We're proud to welcome @MercedesBenz as the Official Automotive Partner of LoL Esports Global Events!
Read more here: https://t.co/S8zLdKJLhK pic.twitter.com/k9V5fPild0
— LoL Esports (@lolesports) September 21, 2020
24 HOURS UNTIL #WORLDS2020
24 HOURS UNTIL #WORLDS2020
24 HOURS UNTIL #WORLDS2020
24 HOURS UNTIL #WORLDS2020
24 HOURS UNTIL #WORLDS2020
24 HOURS UNTIL #WORLDS2020
24 HOURS UNTIL #WORLDS2020— LoL Esports (@lolesports) September 24, 2020
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League of Legends and Mercedes-Benz have huge plans for the future
Mercedes-Benz has been sponsoring the League of Legends Pro League (LPL) in China since 2017. This recent deal extends its partnership to some other LoL eSports tournaments. The German car company will be the game’s first-ever presenting partner at every global event’s trophy ceremony.
In addition to this, it will create video content that includes branded content, devoted commercials, promotional artwork, and digital content on social media. Last but not least, it will facilitate transportation for professional rosters at major events.
Naz Aletaha, Head of Global Esports Partnerships and Business Development at Riot Games, seems pleased with this deal.
“As a company that has a deep understanding of the passion within the League of Legends community, Mercedes-Benz is the first automotive brand to fully embrace the esports world on a global scale”.
Naz is focused on improving the cultural impact of eSports and she is sure that brands like Mercedes-Benz can help do exactly that.
Even Mercedes-Benz will benefit from this partnership. The car manufacturer reportedly made 600 million yuan ($88.5 million) as an official partner in the 2017 League of Legends World Championship in China.
Worlds 2020 already seems like a huge hit!
League of Legends World Championship 2020, a.k.a. Worlds 2020 will take place in Shanghai, China from September 25. A total of twenty-two teams will participate in this event, out of which 18 are overseas teams. These teams reached Shanghai beforehand to complete their 14-day quarantine.
Surprisingly, Mercedes-Benz is not the only big name in the event’s sponsors list. Red Bull, Spotify, Bose, and Louis Vuitton are some other noticeable sponsors.
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