Sponsorship: Kia, BMW, Renault... car manufacturers are turning to eSports

BMW has accelerated its involvement in eSports by becoming a partner of five leading organizations (G2 Esports, Fnatic, Cloud 9, T1 and Fanplus Phoenix) between 2019 and 2020. During the joint announcement of these partnerships (on 16/04/2020), the German car manufacturer unveiled a major marketing communication plan: jersey sponsorship area, digital campaign, co-branded cars in the colors of each team, information sharing and technology transfer.

"Our long-term goal is to make our teams true sports and entertainment stars," said Jens Thiemer, vice president of customer and brand for BMW, on 16/04/2020. While these are not BMW's first steps in eSports (first began in 2017), other car manufacturers have also integrated the discipline into their sponsorship and marketing strategy.

This is particularly the case for Renault and its Renault Sport brand, which manages the manufacturer's sports activities. Since 2018, the group has been a partner of the French organization Team Vitality for the eSports motor racing competitions (Rocket League, Formula 1) of its Renault - Vitality team…