BMW combines five eSports organisations by rivalry.

BMW combines five eSports organisations by rivalry.

BMW combines five eSports organisations by rivalry.

BMW is gearing up to enhance their eSports presence by acquiring five new partnerships with five of the most well known eSports organisations in the world. With BMW making a major footprint in the eSports world they have entered partnerships with Cloud 9, Fnatic, FunPlus Phoenix, G2 eSports and T1 Entertainment & Sports.

The german automotive company will be supplying all of the transport for the teams to travel to and from competitions. The partnership will also span across all social media and will see each organisation wear BMW’s logo on clothing.

The deal has not been agreed for the shooter genre of gaming, that means that some of the biggest competitive games are cut out of this deal including, League of Legends and Dota 2.

This partnership is unique because it will see BMW combine all of the five eSports organisation and will use their rivalries to enhance social media engagement under the hashtag #UnitedinRivalry and #UnitedatHome. The hashtag will be used across all social media, including Facebook, Twitter and Instagram. They will also be using various streaming platforms like Twitch.

Jens Thiemer, Senior Vice President Consumer and Brand for BMW, spoke out about the partnerships and said: “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.”


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