Press release

9/21/2020

MERCEDES-BENZ NAMED EXCLUSIVE AUTOMOTIVE PARTNER OF
LOL ESPORTS GLOBAL EVENTS

Luxury Automotive Brand Will Be the Presenting Partner of the Trophy Ceremony & Engage in Broad Variety of Activities Around League of Legends Esports Global Events ​​​​​​​

LOS ANGELES // STUTTGART, Germany - Sept. 21, 2020 - Riot Games® and Mercedes-Benz today announced that the luxury automotive brand will serve as the exclusive automotive partner of LoL Esports™ and its global events. Already an existing partner of the League of Legends Pro League® (LPL) in China since 2018, the multi-year agreement names Mercedes-Benz as the official automotive partner for the annual World Championship™, Mid-Season Invitational™, and All-Star Event™.
 
"We decided to partner with Riot Games because we strongly believe in esports,” says Bettina Fetzer, Vice President Marketing, Mercedes-Benz AG. "League of Legends is one of the most popular games in recent years. By collaborating with Riot Games on a global level, we want to play an even more active role than before in shaping the future of esports. We also want to inspire fans with enthusiasm for our brand in a playful dialogue.”
 
Mercedes-Benz will be the first-ever presenting partner of the Trophy Ceremony at each of the three global events, honoring the outstanding performances of the best in the world, with over 120 teams around the globe competing year-round for the chance to hoist the illustrious Summoner’s Cup at Worlds. That trophy presentation has quickly become the pinnacle of success in esports, the iconic moment in LoL Esports for teams and fans around the world.
 
Throughout the course of the partnership, the luxury automotive brand will also create branded content, provide transportation to pro teams at major events, and engage in a broad variety of global activities beginning with the 2020 League of Legends World Championship, the most prestigious esport event in the world celebrating its 10th anniversary this year.
 
“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.”
 
The partnership between Mercedes-Benz and Riot Games is the latest – and biggest – step taken by the German car manufacturer to attract young and connected audiences within the fields of sports and entertainment.
 
Among other global sponsorships like motorsports, football (soccer), professional golf and tennis, Mercedes-Benz has been a top sponsor for the LPL for nearly three years, collaborating with the popular Chinese league last year on the region’s journey to the 2019 World Championship, where millions watched FunPlus Phoenix take home the coveted Summoner’s Cup.
 
Mercedes-Benz joins the recently announced Cisco, Spotify, and Bose, and returning partners Mastercard, Louis Vuitton, Dell’s Alienware, Unilever’s AXE, Red Bull, OPPO, State Farm, and Secretlab, as premier partners for LoL Esports global events. 
 
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About LoL Esports™
LoL Esports is a premier global sport that attracts the attention of millions of fans around the world. There are currently over 800 professional players on more than 100 professional League of Legends® Esports teams competing across 12 leagues globally. Each regional league is comprised of approximately 10 teams that compete against one another year-round over the course of two seasonal splits. Teams earn championship points in order to qualify for the two major international competitions: the Mid-Season Invitational™ and the World Championship™. For further information, visit: www.lolesports.com or lolesportsmedia.com.
 
About Mercedes-Benz AG
Mercedes-Benz AG is responsible for the global business of Mercedes-Benz Cars and Mercedes-Benz Vans with over 173,000 employees worldwide. Ola Källenius is Chairman of the Board of Management of Mercedes-Benz AG. The company focuses on the development, production and sales of passenger cars, vans and services. Furthermore, with its pioneering innovations, the company aspires to be a leader in the fields of connectivity, automated driving and alternative powertrains. The product portfolio comprises the Mercedes-Benz brand with the sub-brands Mercedes-AMG, Mercedes-Maybach and Mercedes me, as well as the smart brand and the EQ product and technology brand for electric mobility. Mercedes-Benz AG is one of the largest manufacturers of premium passenger cars. In 2019, it sold nearly 2.4 million passenger cars and more than 438,000 vans. In its two business segments, Mercedes-Benz AG is continually expanding its worldwide production network with over 40 production sites on four continents, while gearing itself to meet the requirements of electric mobility. At the same time, the company is constructing its global battery production network on three continents. Sustainable actions play a decisive role in both business segments. To the company, sustainability means creating lasting value for all stakeholders: customers, employees, investors, business partners and society as a whole. The basis for this is Daimler's sustainable business strategy. In this, the company takes responsibility for the economic, ecological and social effects of its business activities and looks at the entire value chain.
 
Media Contacts:
Riot Games Esports: David Higdon, dhigdon@riotgames.com
Mercedes-Benz: Claudia Merzbach, claudia.merzbach@daimler.com