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Mercedes-Benz extends esports partnership with ESL

German car brand Mercedes-Benz has extended its partnership with ESL, the world’s largest organiser of esports tournaments and events.

As part of the new two-year deal, Mercedes will extend its sponsorship of ESL’s One Dota 2 tournaments, and will sponsor a range of both national and international ESL events.

Mercedes will also continue its sponsorship of ESL’s One Dota 2 Most Valuable Player award, and will also gain new rights as ESL’s Global Mobility Partner.

ESL’s MVP award is given to the best player at One Dota 2 tournaments, as voted for by fans and ESL’s expert panel.

The winner of the MVP award then takes home a customised trophy and a new Mercedes car.

“We are systematically expanding our involvement in esports”, said Britta Seeger, member of the Daimler Board of Management, responsible for Mercedes-Benz marketing and sales.

“As a global brand, we want to open ourselves up to new target groups. ESports gets us into a dialogue with young people, especially those with an affinity to technology.”

Ralf Reichert, founder and chief executive of ESL, said: “This partnership is a complete success and we were able to accomplish much already.

“With the additional promotion of national competitions around the globe, Mercedes-Benz supports our efforts to create an esports platform for everyone following our ‘from zero to hero’ concept.”

The new partnership will kick off with the ESL One Hamburg tournament from October 23-28.

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The partnership is understood to be a three-season deal, from 2019-20 to 2021-22, and builds on AXA’s existing Global Partner agreement with Liverpool.

The deal is the largest ever sponsorship investment in UK women’s sport and comes less than a year after the league went fully professional in September 2018.

Under the five-year global deal, Oppo will become the first Official Smartphone Partner of The Championships, Wimbledon, as the event is officially known.

US sportswear brand Nike is paying about $7.5m (€6.7m) per year to sponsor China’s League of Legends Pro League (LPL), according to industry sources.