Yesterday, ESL UK announced that Mercedes-Benz renewed its sponsorship contract for ESL Premiership. Mercedes-Benz will sponsor Premiership until December 31, 2020. This partnership makes the German automotive company the official global mobility partner of ESL.
The renewed sponsorship targets the Dota 2 esports scene as it focuses on ESL Premiership. Initially signed in 2017, Mercedes-Benz has ridden with ESL and supported the competitions that took place. During this period, Mercedes-Benz supported multiple ESL Dota 2 esports events like ESL One Birmingham in 2018 and 2019. Additionally, the automotive company gave MVP awards to the best player throughout partnered events.
Mercedes-Benz on ESL Premiership
In a public post, Britta Seeger, Member of the Daimler Board of Management, responsible for Mercedes-Benz Cars Marketing and Sales, talked about how excited the company was to receive another opportunity in esports. Britta also spoke about how interacting with youth through competitive gaming is another opportunity for Mercedes-Benz to speak to them.
“We are systematically expanding our involvement in esports.” Britta Seeger said. “As a global brand, we want to open ourselves up to new target groups. esports gets us into a dialogue with young people, especially those with an affinity to technology. We are pleased to be part of the rapidly growing gaming community and support the ESL in further advancing this action-packed and thrilling sport.”
In response, Ralf Reichert, CEO of ESL, expressed delight with the contract extension. He spoke about how much of a positive impact the partnership brought to esports.
“We are delighted that Mercedes-Benz will continue to support us actively as a partner.” Ralf Reichert states. “This partnership is a complete success and we were able to accomplish much already. With the additional promotion of national competitions around the globe, Mercedes-Benz supports our efforts to create an esports platform for everyone following our ‘from zero to hero concept’.”
Despite the extension only being a few months, the opportunity it brings for esports is large. Fans can expect the best with everything approaching. As Dota 2 esports grows with every tournament, so does the industry. Automotive companies like Mercedes-Benz or BMW taking an interest in esports means the success is now widespread.
Written by Jay Hunter