MUNICH, Germany — The BMW brand announced a major expansion into the world of computer, online and simulation games (esports), a field that’s been continuously growing in popularity.
“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,” says Jens Thiemer, Senior Vice President Customer and Brand BMW. “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.”
To firmly establish itself as a new major player in esports, BMW will from now on partner five of the world’s top esports organisations. Cloud 9 (US), Fnatic (UK), Funplus Phoenix (China), G2 Esports (Germany) and T1 (South Korea) each comprise up to 200 players battling it out above all in the incomparable League of Legends. Launched in late 2009, this fantasy multi-player game is without doubt the most popular and influential online game around, with a daily total of up to eight million players from all over the world logged in concurrently. To innumerable fans, League of Legends (LoL) is the premier esports category. Last year’s LoL World Championship Finals in the AccorHotels Arena in Paris attracted an online audience of approx. 44 million fans worldwide viewing the live stream at home.
On top of that, there are also other disciplines such as Dota 2, FIFA, Fortnite or Rocket League that the teams compete in all over the world, in tournaments of comparable size that will also be supported and promoted by BMW. The BMW brand will not only act as a strong sponsor for these top teams but also as a powerful partner to introduce the esports discipline to an even wider audience. “Our long-term goal is to grow our team portfolio into true household names within the general sports and entertainment industry,” says Jens Thiemer.