- SK Gaming has received investment from Mercedes-Benz and FC Köln.
- The organization had a pre-existing partnership with FC Köln which began in early 2018.
- Both companies will have branding integrated into SK Gaming’s new jerseys.
SK Gaming 
has secured two new investors in vehicle manufacturer Mercedes-Benz and German soccer club FC Köln. As part of its investment, the Daimler brand’s logo will appear on the front of SK Gaming jerseys, while FC Köln’s #effzeh branding will adorn the sleeve. Financial terms were not disclosed.
The soccer club first partnered with SK Gaming in early 2018, providing the esports organization with access to its training facilities and support staff. SK Gaming players in the Virtual Bundesliga FIFA league wear co-branded jerseys sporting the iconography of both organizations.
Mercedes-Benz first entered esports through a partnership with ESL in 2017. Since then, the company has not only expanded its relationship with the global tournament organizer, but has also sponsored Chinese team Royal Never Give Up and even launched an F1 esports team to represent its Formula One constructor, Mercedes-AMG Petronas Motorsport.
“We are fascinated by both the enthusiasm of this young and digital generation for professional gaming and the totally new form of media consumption and communication within the fan community,” said Bettina Fetzer, vice president marketing Mercedes-Benz passenger cars in a release. “By getting involved in SK Gaming we want to participate in this dialogue – as an open-minded and interested partner.”
According to a release, SK Gaming will reorganize its shareholding structure with the addition of these new shareholders. Managing Director Alexander Müller confirmed to The Esports Observer that Russian holding company and Virtus.pro parent ESforce has sold its 67% share in SK Gaming. Riot Games, as well as Valve and WESA, have each issued rules against multi-team ownership within their respective competitions.
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Despite its more than 20-year history and varied roster of teams, until recently SK Gaming was an organization without representation in the major franchised leagues for League of Legends or Overwatch . That all changed late last year when SK was selected as one of the 10 teams that would make up the new League of Legends European Championship (LEC). Despite being one of the first esports organizations to join Europe’s professional league for the game, SK had been absent from the highest level of League of Legends competition since late 2015.
In addition to making its return one of the most prominent leagues in the world, last year SK Gaming secured a reportedly “high six-figure” partnership with Deutsche Telekom as well as an apparel deal with international sporting good retailer INTERSPORT.
