Brand Activation

ESL & Mercedes-Benz Extend Partnership

By: Chris Pursell |

ESL is renewing vows with Mercedes-Benz, adding another two years to their fruitful partnership. The new deal makes the auto brand ESL’s global mobility partner and supports a variety of National and Global ESL tournaments through Dec. 31st, 2020.

“We are systematically expanding our involvement in eSports”, says Britta Seeger, Member of the Daimler Board of Management, responsible for Mercedes-Benz Cars Marketing and Sales. “As a global brand, we want to open ourselves up to new target groups. eSports gets us into a dialogue with young people, especially those with an affinity to technology. We are pleased to be part of the rapidly growing gaming community and support the ESL in further advancing this action-packed and thrilling sport“.

The deal also includes the continuation of the Most Valuable Player award which has been presented to the tournament’s best player at past ESL One Dota 2 tournaments. The winner of the fan and expert voting will go home with a customized trophy, as well as a brand new Mercedes-Benz car.

“We are delighted that Mercedes-Benz will continue to support us actively as a partner”, says Ralf Reichert, CEO of ESL. “This partnership is a complete success and we were able to accomplish much already. With the additional promotion of national competitions around the globe, Mercedes-Benz supports our efforts to create an eSports platform for everyone following our ‘from zero to hero’ concept. We will further advance the eSports sector together with Mercedes-Benz and are fostering the sustainable growth of this new and exciting sport.”

ESL One Hamburg 2018 runs Oct. 23-28.

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