eSports is a rapidly growing field, constantly creating and improving its own world and ecosystem. Millions of people all over the world are participating in eSports on‐ and offline. As a pioneer, Mercedes-Benz is embarking on an exciting journey and is helping to shape a promising future in the field of eSports. The brand’s engagement in eSports began in 2017 when it became partner of ESL, one of the largest eSports companies in the world and was deepened in October 2018 when it became the global ESL mobility partner. In 2019 Mercedes-Benz is taking the move of becoming the first vehicle manufacturer to invest in an eSports team. The involvement in SK Gaming manifests the brand's commitment to professional gaming as the spearhead of a global youth culture.