BMW makes major moves

The BMW Group is diving deeper into competitive gaming, and is launching a new international platform in addition to locking in partnerships with Cloud9 (U.S.), Fnatic (UK), FunPlus Phoenix (China), G2 Esports (Germany) and T1 (South Korea). The new partnerships will include content development across social media, information sharing, and technology transfer with its engineers and designers on hardware and software. BMW Motorsport is also continuing its simulated racing activities to build on success from 2019.

“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,” said Jens Thiemer, senior vice president consumer and brand for BMW. “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.”

BMW will create unique content on various social media platforms such as Twitter, Instagram, Facebook, and Twitch under the umbrella of the #UnitedInRivalry hashtag. Activations include: the development of hardware and software products tailored to gamers’ needs; BMW models used as future team vehicles with each organization having a team car featuring a custom livery with each organization’s logo.

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