T1, a South Korean esports organization, has announced a partnership with Mercedez-Benz until 2025. One of the most renowned esports firms in Asia and the entire globe, T1 is the parent company of a three-time League of Legends Worlds champion team with star player Lee 'Faker' Sang-hyeok. Mercedes' logo will appear on the T1 League of Legends team's shirts due to the relationship, and the duo will work on giveaways and other activations throughout their partnership.
Mercedes is teaming up with a South Korean esports company for the first time, and the brand's partnership with T1 has ushered in the end of its deal with BMW. Still, it's noteworthy to note that the automaker is also one of the major sponsors of the LCK, the top-tier Korean League of Legends league.
Automaker Esports Deals
T1 Partners with Mercedez-Benz for a Multi-Year Deal and Jersey Placement
Trend Themes
1. Esports-automaker Partnerships - The rising trend of automakers partnering with esports companies for multi-year deals unlocks potential to create even more multifaceted activations that cater to both gaming and car enthusiasts.
2. Esports Sponsorship - The growing trend of major corporations sponsoring esports events and teams opens a new avenue for businesses looking to reach younger audiences and tap into the esports market.
3. Brand Activations Within Esports - As brands like Mercedes partner with esports organizations, opportunities arise to create immersive campaigns and promotions that bring entertainment and value to the gaming community who will in turn drive brand awareness and reputation.
Industry Implications
1. Automotive Industry - Automotive brands can tap into the rapidly growing esports market to reach younger audiences and drive brand awareness through sponsorships and activations within the segment.
2. Esports Industry - Esports companies stand to benefit from the increased interest and investment from major corporations, allowing them to grow their brand presence and create more engaging activations for fans.
3. Advertising and Marketing Industry - With the rise of esports sponsorships and partnerships, advertising and marketing agencies have the opportunity to help brands create and execute innovative campaigns that cater to and appeal to younger gaming audiences.