“United in Rivalry” – BMW teams up with world’s leading esports teams - @bmwcanada

“United in Rivalry” – BMW teams up with world’s leading esports teams

 Partnership with five of the world’s leading teams under the mottoes “United in Rivalry” and “United at Home”. • Multidimensional involvement in top-level gaming • Promoting the discipline through technology transfer; use of BMW knowledge and expertise • Team vehicles include unique liveries designed jointly by BMW and the teams

The BMW brand is currently engaged in a major expansion of its involvement in the world of computer, online and simulation games (esports), a field that’s been continuously growing in popularity, especially among the next-generation target group. As far back as 2017, BMW first attracted attention in the world of virtual sports as the official partner of the European League of Legends finals in Paris. And by 2019 and the successful SIM Racing season concluded by the BMW SIM LIVE premiere at BMW Welt in Munich, BMW had firmly moved into being a major player in esports. But above all, the BMW brand now supports some of the most influential and successful esports teams and strives to promote the esports discipline as a whole.

The esports sector has maintained stellar growth rates for years. More and more gamers from a wide variety of countries compete online in both sports and non-sports simulations – as well as in popular offline events held all over the globe.

“Esports shows us how sports entertainment can continue to thrive and play a key role considering today’s challenges. Our entry into esports is motivated by a commitment to become a sustainable, global partner, supporting the teams and the discipline as a whole, before, during and after these times of uncertainty,” says Jens Thiemer, Senior Vice President Customer and Brand BMW. “Joining forces with the best teams in the world, we aim to use our design and innovation skills to help shape the discipline in the long term. Our esports involvement is an important milestone providing, for the first time, a new intersectionality with a dynamic and fast-growing community. We consider esports a promising, growing addition to our marketing activities, helping BMW on its journey to becoming an emotive brand people relate to.”