BMW forms a brand alliance with 5 global esports organizations.
The company announced its plans to partner with top esports teams in the League of Legends (LoL) competitive scene— such as Cloud 9 (USA), Fnatic (United Kingdom), Funplus Phoenix (China), G2 Esports (Germany), and T1 (South Korea).
The BMW Group confirmed the partnership in a tweet:
We're teaming up with five of the world’s leading #esports teams with whom we will share technology and know-how, adding value to the discipline. The partnership will take place under the motto: “United in rivalry”. Read more here: https://t.co/GXnRGp9k5f #BMWGroup @bmw #esports pic.twitter.com/Vg3US4KcOZ
— BMW Group (@BMWGroup) April 16, 2020
“We’re teaming up with five of the world’s leading #esports teams with whom we will share technology and know-how, adding value to the discipline. The partnership will take place under the motto: “United in rivalry.”
The Rise of Esports
BMW’s decision goes to show how the Esports scene has come this far.
There’s a consistent growth in the gaming and esports industry, especially with most of the world in mandatory lockdown and home quarantine.
Streaming services like Twitch are surpassing previous concurrent user records, and even social media giant Twitter saw a recent increase in gaming conversation around March of this year.
As a brand, it’s a good move for BMW to recognize the rise of online games and esports beyond the traditional physical sports.
Jens Thiemer, Senior Vice President Customer and Brand BMW, further stated:
“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.”
And if a wise company is trying to market to the younger generation of possible car buyers, they might as well be relatable.
“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.”
United in Rivalry and United at Home
True to the campaign lines of “United in Rivalry” and “United at Home,” BMW will orchestrate marketing activities that will feature the unwavering, competitive spirit of these esports teams.
Perhaps their dedication and passion to their craft will ignite a sense of hope to the audience.
In 2017, BMW first formed partnerships in esports during the European League of Legends finals in Paris. And in 2019, the brand served as a partner in the SIM Racing season held in the BMW SIM LIVE premier at BMW Welt in Munich, Germany.
Why League of Legends?
Out of all titular games, why did BMW pick pro teams active in the LoL community?
Riot’s MOBA game first launched in 2009, but until today it fosters 8 million concurrent players on the daily.
These massive numbers are enough for global brands to want a piece of the action!
BMW will not only serve as a sponsor for these teams, but they will also work on introducing the esports industry to an even wider reach.
The chosen themes encourage healthy competition amid uncertain times.
Hence, the 5 organizations will challenge each other prior to tournaments through the use of relevant hashtags (#unitedinrivalry and #unitedathome) across leading platforms.
Cloud9 CEO Jack Etienne, Fnatic chief operating officer Glen Calvert, G2 Esports CEO Carlos Rodriguez, T1 CEO Joe Marsh, and Funplus Phoenix CEO Chun Li showed excitement and messages of support towards the partnership.