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Riot Games has announced this year’s biggest partnership yet over today’s private media broadcast. The automotive company Mercedes-Benz will be a part of this year’s Worlds, as well as future events such as All-Stars and the Mid-Season Invitational.
The official automotive sponsor
Mercedes-Benz has been a partner of the League of Legends Pro League since 2018. The company decided to appeal to a wider audience by teaming up with Riot for its annual international Championship series. Along with participating as a major sponsor at Worlds, Mercedes-Benz will also sponsor next year’s MSI, which takes place between Summer and Spring Split. The All-Stars event is also on the list, taking place at the end of the year.
Riot will represent Mercedes-Benz in a similar style as the other sponsors. Viewers will see in-game banners and advertisements across the rift during the games, beginning September 25. The partnership will also offer an exclusive in-game Hextech Chest during this year’s Worlds. The announcement was followed by a League of Legends-themed commercial during the media broadcast.
— Mercedes-Benz (@MercedesBenz) September 17, 2020
“As the first luxury automotive brand to embrace esports at a global scale, Mercedes-Benz has developed a deep understanding of the unrelenting passion fueling the game and the League of Legends esports community,” said Naz Aletaha, Head of Global Esports Partnerships, Riot Games. “Mercedes has been synonymous with excellence for nearly a century, and we are excited to combine our shared appetite for innovation to bring great sporting moments to the global League of Legends stage”.
Mercedez-Benz expanding from the LPL to Worlds
“We’ve been engaged with League of Legends on a regional level over the past few years,” stated Bettina Fetzer, Vice-President of Marketing at Mercedes-Benz, “but we really felt that it was time to expand into the next level and engage with an even broader audience and support a community we’ve come to call family.”
In addition to joining the long list of League of Legends sponsors, Mercedes-Benz will also be the most notable first-ever presenting partner of the Worlds Championship trophy ceremony. Additionally, they will provide the official mode of transportation to major League of Legends events.
Other new Worlds sponsors include Cisco, Spotify, and Bose. Mastercard and Mercedes-Benz will be the only major sponsors that will take part in this year’s Worlds opening ceremony.
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