German luxury vehicle production company, BMW, has entered into an alliance featuring the top League of Legends esports companies. The new alliance will see BMW partner with Cloud 9 (U.S.), Fnatic (United Kingdom), Funplus Phoenix (China), G2 Esports (Germany), and T1 (South Korea).
The coronavirus pandemic has brought the global economy to a near standstill. Very few countries will emerge with a positive GDP at the end of the year, with the global economy going into the worst recession since the 1920 depression. However, esports has continued to provide impressive growth as more and more people are playing games to spend their time.
Esports: A Growth Engine During The Recession
Transitioning to an online format is nothing new for esports. With its global nature and the spread of teams all across the world, tournament organizers like ESL and FLASHPOINT were quick to arrange online versions of their CS:GO leagues. ESL One Los Angeles, a former Valve-sponsored DPC event also took place online.
2020 is an important year for CS:GO tournament organizers who are looking to gain control over CS:GO’s viewership. Valve’s free-to-play FPS game has broken new concurrent player records and viewership numbers during the coronavirus pandemic.
Why Is BMW Investing In Esports?
For BMW, this partnership with esports teams offers them an opportunity to use their marketing budget effectively. With the lack of sports events and most physical sports also moving online, esports offers the best value for advertising money for the car maker.
In the long-term esports will be our biggest footprint. The younger generation, being born digital first, doesn’t really care about TV or traditional advertising. Esports is our tool to reach them.
Stefan Ponikva, head of BMW Brand Experience Shows & Events.
The money for this deal will come as BMW looks to decrease its footprint in certain areas such as trade events and live shows. BMW will also have its logo on the teams’ jerseys, gaining valuable visibility for esports fans.
G2 Esports are pioneers both in and out of game and this is evident in our incredible competitive success, entertaining content, and the energy we bring to our fans every day. BMW will power G2 as we build on our vision to create a massive entertainment empire and bring the best innovation to the esports industry. This is more than a sponsorship, this is a united effort to highlight the power and influence of esports
Carlos “ocelote” Rodriguez, G2 Esports Founder and CEO.
Featured Image Credit: G2 esports twitter.
