German luxury car brand Mercedes-Benz has extended its esports partnership with Riot Games. The extended agreement will run till the end of 2025, with Mercedes-Benz set to continue as the Exclusive Automotive Partner of the global League of Legends events.
The German brand has announced that the 2022 League of Legends “Worlds” event will be the highlight of the partnership, and that both parties will continue to collaborate with Aether Diamonds to sustainably make the diamond in the centre of the Championship Ring.
The Championship Ring was unveiled as part of the Mercedes-Riot partnership in 2021 for the League of Legends World Championship. The extension will also see Mercedes and Riot continue to work on their common social and ecological goals, with sustainability being one of the major factors of their partnership.
Commenting on the extension, Naz Aletaha, Head of Global esports Partnerships, Riot Games, said:
“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.
“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.“
Bettina Fetzer, Vice President Marketing Mercedes-Benz AG, commented:
“We decided to partner with Riot Games because we strongly believe in esports.
“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.“
The 2022 Worlds event gets underway from September 29, 2022, in Mexico and then will head to New York for the Group Stages and Quarter-finals, while the Semi-finals will be held in Atlanta. The Finals are scheduled to take place in San Francisco on November 5, and the Finals trophy will be presented by Mercedes-EQ, the electric car wing of the German brand.
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