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BMW partners with world’s top esports team

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BMW
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Bavarian Motor Works, commonly referred to as BMW, a German multinational company which produces luxury vehicles and motorcycles has announced its partnership with five of the world’s best esports organization. The company is expanding its reach in the world of computer, online and simulation games (esports) which has been growing rapidly from the past few years.

Cloud 9 (US), Fnatic (UK), FunPlus Phoenix (China), G2 Esports (Germany) and T1 (South Korea) are the part of this new alliance which have more than 200 players. This is not the first association by the company into the esports field. In 2017, BMW was the official partner of the European League of Legends finals in Paris. And by 2019 and the successful SIM Racing season concluded by the BMW SIM LIVE premiere at BMW Welt in Munich. But now BMW has entered as a sponsored partner for the esports teams and make an impact into the gaming and entertainment industry.

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.

Jens Thiemer, Senior Vice President Customer and Brand BMW

The partnership is signed under the mottoes “United in Rivalry” and “United at Home”. The mottoes will be used as a hashtag to challenge and try to outdo each other before tournaments on channels like Instagram, Twitter, Facebook, WeChat and various streaming platforms across the world. The team owners are excited to start their journey with the company and dominate in the upcoming tournaments.

Besides being the sponsors for the teams, BMW will share the knowledge and expertise of its engineers and designers, to enable the development of hardware and software products that will allow the players to perform better. Moreover, BMW commits the provision of official team vehicles. In which each organisation will have a team car featuring a custom livery with striking colours, combining motifs drawn in comic-book style with each organisation’s logo.

The company’s long term goal is to expand its reach into the field of general sports and entertainment industry.

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