The German automobile concern has signed agreements with five eSports organizations - FunPlus Phoenix, T1, Cloud9, Fnatic and G2 Esports.
In the framework of the partnership, the parties will produce joint media content, and the BMW logos will appear on the uniform of the teams.
The concern will also provide players with vehicles for transfer during tournaments and will attract e-sportsmens to work with engineers and designers to create hardware and software products.
Jens Thiemer, Senior Vice President Customer and Brand BMW says:
“Esports shows us how sports entertainment can continue to thrive and play a key role considering today’s challenges. Our entry into esports is motivated by a commitment to become a sustainable, global partner, supporting the teams and the discipline as a whole, before, during and after these times of uncertainty,”
“Joining forces with the best teams in the world, we aim to use our design and innovation skills to help shape the discipline in the long term. Our esports involvement is an important milestone providing, for the first time, a new intersectionality with a dynamic and fast-growing community. We consider esports a promising, growing addition to our marketing activities, helping BMW on its journey to becoming an emotive brand people relate to.”