BMW is currently engaged in a major expansion of its involvement in the world of computer, online and simulation games (esports), a field that’s been continuously growing in popularity, especially among the next-generation target group. As far back as 2017, BMW first attracted attention in the world of virtual sports
as 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, BMW had firmly moved into being a major player in esports.
But above all, the BMW brand now supports some of the most influential and successful esports teams and strives to promote the esports discipline as a whole. The esports sector has maintained stellar growth rates for years. More and more gamers from a wide variety of countries compete online in both sports and non-sports
simulations – as well as in popular offline events held all over the globe.
“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. 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.” – Jens Thiemer, Senior Vice President Customer and Brand BMW.
BMW partners five of the most successful esports teams. 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,” – Jens Thiemer
We are “United in Rivalry” and “United at Home”. The teams’ competitive spirit and their historic rivalries have always been part of the esports scene’s lore. At the same time the teams share a boundless passion for
gaming and related activities. This is what “United in Rivalry” stands for, even more so in these present times of uncertainty and global challenges. As part of the partnership with BMW and in line with esports’ culture, the teams will challenge and try to outdo each other prior to tournaments, using the #unitedinrivalry hashtag on channels like Instagram, Twitter, Facebook, WeChat and various streaming platforms across the world. These mutual wind-ups are meant to increase each team’s motivation, but above all they also serve to entertain the fans. It goes without saying that the teams’ interactions always stay within the parameters of esports etiquette, reflect the respect they have for each other and of course will take place at home. Therefore, they will
use the #unitedathme hashtag in combination with #unitedinrivalry.
“Together with some of the most elite global esports organisations, T1 is thrilled to partner with BMW to elevate innovation and entertainment in the gaming industry. Faker and the entire T1 family are excited to create content, products, and programmes with the BMW team that showcase our shared values of competitiveness
and premier performance for esports fans and enthusiasts around the world.” – Joe Marsh, T1 CEO.
