• Exclusive automotive partner of all global League of Legends events.

Exclusive automotive partner.

The Stuttgart-based luxury brand is set to become the exclusive automotive partner of all global League of Legends eSports events of Riot Games. Bettina Fetzer, Vice President Marketing Mercedes-Benz AG, announced this on 21 September during the 2020 League of Legends World Championship Preview Event.  The partnership will focus on the League of Legends community and will feature Mercedes-Benz as the presenting sponsor of the Trophy Ceremony at global events – the pinnacle of sporting success for LoL pro teams.

A woman and a man stand in front of the Mercedes-Benz EQC. In the foreground the League of Legends cup is visible.

2020 LoL eSports World Championship.

The LoL eSports World Championship, or 2020 Worlds for short, will take place in Shanghai from 25 September to 31 October. The first major global sports event in China since the Corona virus pandemic marks not only the tenth anniversary of the Worlds, but also the beginning of the global partnership between Riot Games and Mercedes-Benz. Hints about the partnership were given to the community in advance. Attentive observers had already recognised the Mercedes-Benz GLA and the Mercedes-Benz EQC in the official Worlds anthem video, released on 17 September. It was a hot topic in the community. Mercedes-Benz responded immediately on social media, where Bettina Fetzer, Vice President Marketing Mercedes-Benz AG, sat in an EQC with the Summoner’s Cup on the front passenger seat and said in dialogue with MBUX: “Hey Mercedes, guide me to Shanghai!”

A woman and a man stand in front of the Mercedes-Benz EQC. In the foreground the League of Legends cup is visible.

EQC 400 4MATIC: Stromverbrauch kombiniert: 21,3–20,2 kWh/100 km; CO₂-Emissionen kombiniert: 0 g/km.⁶

“One of the most popular games.”

Bettina Fetzer officially announced the partnership on 21 September at the Worlds 2020 Preview Event, hosted by Riot Games from Los Angeles. Mercedes-Benz is now the exclusive automotive partner of the three global events of League of Legends: the Mid-Season Invitational, Worlds, and the All-Star Event. In doing so, the automotive brand bearing the three-pointed star is elevating the existing sponsorship of the Chinese League of Legends, the so-called LPL, to a global level.

“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 partnering with Riot Games at the global level, we want to participate even more actively than before in shaping the future of eSports and inspire fans about our brand in a playful dialogue.”

“One of the most popular games.”

Bettina Fetzer officially announced the partnership on 21 September at the Worlds 2020 Preview Event, hosted by Riot Games from Los Angeles. Mercedes-Benz is now the exclusive automotive partner of the three global events of League of Legends: the Mid-Season Invitational, Worlds, and the All-Star Event. In doing so, the automotive brand bearing the three-pointed star is elevating the existing sponsorship of the Chinese League of Legends, the so-called LPL, to a global level.

“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 partnering with Riot Games at the global level, we want to participate even more actively than before in shaping the future of eSports and inspire fans about our brand in a playful dialogue.”

“Icons of a new generation.”

Mercedes-Benz begins the partnership with the motto "Icons of a new generation" and in doing so looks back on ten years of League of Legends eSports World Championships. Mercedes-Benz stresses the notion of community first at the start of Worlds and during the event issues Mercedes-Benz branded Hextech chests – virtual surprise boxes with coveted in-game items. Furthermore, plans call for using creative and innovative approaches to produce and provide exclusive content for fans during the Worlds. By doing so, Mercedes-Benz intends to interact with millions of connected fans around the globe and to actively participate in shaping Worlds through constant engagement.

“As the first luxury automotive brand to embrace eSports on 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-Benz 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.”

A woman sits in a Mercedes-Benz EQC and looks at the back seat.

The most popular League of Legends characters.

In addition, the TV spot that impressively fuses the world of LoL eSports with the real world celebrated its world premiere at the media event. In the spot, the viewer meets both famous eSports heroines and heroes as well as a number of the most popular League of Legends characters. Only the interaction of all the players makes the line-up an unbeatable team and therewith “Icons of a new generation”.

The commitment to eSports and the creation of added value is also made tangible by a host of other measures. Mercedes-Benz will from now on present the trophy ceremonies at all three global events, bring a new broadcast segment in the most important global event streams to the homes of fans and pay lasting tribute to eSports in general and the League of Legends community in particular with additional integrations and creative communication activities.

The Mercedes-Benz GLA and CLA Coupé drive along a road. The vehicles cast shadows on the wall that look like mythical creatures.
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About League of Legends eSports.

League of Legends is a global top sport that attracts the attention of millions of fans all over the world. At present, there are more than 800 pros playing in over 100 professional League of Legends eSports teams competing in twelve leagues around the world. Every regional league comprises about ten teams that face each other over the course of the entire year divided into two seasons. The teams collect championship points in order to qualify for the two major international competitions: the Mid-Season Invitational and the Worlds. For more information, please click here: lolEsports or lolEsportsmedia.

A drawing from the League of Legends.
Kraftstoffverbrauch kombiniert CO₂-Emissionen kombiniert Stromverbrauch im kombinierten Testzyklus

Product may vary after press date on 02.10.2020.

1 Die angegebenen Werte wurden nach dem vorgeschriebenen Messverfahren ermittelt. Es handelt sich um die „NEFZ-CO₂-Werte“ i. S. v. Art. 2 Nr. 1 Durchführungsverordnung (EU) 2017/1153. Die Kraftstoffverbrauchswerte wurden auf Basis dieser Werte errechnet. Der Stromverbrauch wurde auf der Grundlage der VO 692/2008/EG ermittelt. Weitere Informationen zum offiziellen Kraftstoffverbrauch und den offiziellen spezifischen CO₂-Emissionen neuer Personenkraftwagen können dem „Leitfaden über den Kraftstoffverbrauch, die CO₂-Emissionen und den Stromverbrauch aller neuen Personenkraftwagenmodelle“ entnommen werden, der an allen Verkaufsstellen und bei der Deutschen Automobil Treuhand GmbH unter www.dat.de unentgeltlich erhältlich ist.

4 Angaben zu Kraftstoffverbrauch, Stromverbrauch und CO₂-Emissionen sind vorläufig und wurden vom Technischen Dienst für das Zertifizierungsverfahren nach Maßgabe des WLTP-Prüfverfahrens ermittelt und in NEFZ-Werte korreliert. Eine EG-Typgenehmigung und Konformitätsbescheinigung mit amtlichen Werten liegen noch nicht vor. Abweichungen zwischen den Angaben und den amtlichen Werten sind möglich.

6 Stromverbrauch und Reichweite wurden auf der Grundlage der VO 692/2008/EG ermittelt. Stromverbrauch und Reichweite sind abhängig von der Fahrzeugkonfiguration. Weitere Informationen zum offiziellen Kraftstoffverbrauch und den offiziellen spezifischen CO₂-Emissionen neuer Personenkraftwagen können dem „Leitfaden über den Kraftstoffverbrauch, die CO₂-Emissionen und den Stromverbrauch aller neuen Personenkraftwagenmodelle“ entnommen werden, der an allen Verkaufsstellen und bei der Deutschen Automobil Treuhand GmbH unter www.dat.de unentgeltlich erhältlich ist.