German carmaker BMW has signed a new partnership with US esports team Cloud9.
Under the deal, BMW will become the team’s Official Automotive Partner.
The deal marks the German brand’s first partnership with an esports team.
Previously, BMW had a single-event partnership with the EU League of Legends Championship Series Summer Finals in Paris in 2017.
BMW is Cloud9’s second high-profile partnership announced this month, after US telco AT&T, another first-time team sponsor, joined as a principal partner.
Under the deal, AT&T will have back and sleeve branding on the Cloud9 jersey.
AT&T will also present a new Cloud9 digital video series called The Nines, which will highlight the Cloud9’s different teams, and will have sponsor the communications hub Cloud9 HQ.