esports: Mercedes-Benz partners with Riot Games as presenting sponsor of LoL Esports Global Events

Mercedes-Benz, the German car manufacturer, has become the "official exclusive automotive partner" for Riot Games' LoL Esports Global Events (world championship, mid-season invitational and All Star Event) from 2020, announced the American video game publisher on 21/09/2020.

As part of this multi-year agreement, Mercedes-Benz becomes the first-ever presenting sponsor of the trophy award ceremony at all three events, including the 2020 League of Legends World Championships (Worlds) in Shanghai (China) from 25/09 to 31/10/2020. The car manufacturer will also develop brand content, dedicated advertising and social network content in connection with LoL Esports events.

Mercedes will also be displayed in-game on arena banners within the League of Legends video game during competitions. The German group has previously been a partner of the 2018 Worlds in South Korea, and has been one of the major sponsors of the LPL (Chinese LoL league) since 2018.

Mercedes is thus strengthening its position in the esports sector. The car manufacturer has notably been a 25% shareholder in the German…