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Toyota backs Overwatch League

Japanese automotive manufacturer Toyota has partnered with the Overwatch League esports competition. 

Under the agreement, Toyota has been named as a North American launch partner for the league, which drew more than 10 million viewers worldwide during last week’s opening.

As part of the deal, the automotive company will bring behind-the-scenes content to fans, with additional broadcast integrations planned. The length of the agreement was not disclosed.

Toyota will also have a brand presence at Blizzard Arena Los Angeles.

Steven Curtis, vice-president of media and engagement marketing for Toyota Motor North America, said: “We love the passion of esports fans, and the goal of our partnership is to help take the Overwatch League and the fan experience to the next level.”

The Overwatch League is also sponsored by US technology companies HP and Intel.