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Mercedes-Benz signs deal with ESL

The ESL esports competition operator has signed a partnership with German automotive manufacturer Mercedes-Benz.

Under the agreement, Mercedes-Benz will sponsor several ESL tournaments, starting with ESL One in Hamburg in October.

The length of the agreement was not disclosed.

Jens Thiemer, vice-president of marketing at Mercedes-Benz passenger cars, said: "Our wide-ranging international commitment to sport allows us to accommodate the interests of our diverse target groups. As a brand, we maintain close contact with our customers, are able to build up empathy and to become an accepted part of their world.

“We have been following the extremely fast-growing esports segment for some time now and are firmly of the opinion that this new involvement will complement our existing sports sponsoring activities with an eye on the future and allow us to make contact with a very interesting, new target group."