BMW sponsors eSports organization Cloud9

The automobile manufacturer makes its foray into eSports

BMW has jumped onto the eSports train. The company has agreed to a sponsorship deal with Cloud9, marking the first time the automobile manufacturer has put its global weight behind the popular gaming activity. BMW joins the ranks of several huge entities in signing up to sponsor an eSports organization and now shares the same space as do Twitch, HyperX, Red Bull, HP and even the U.S. Air Force.

Cloud9 broke the news on Twitter, stating, “We at Cloud9 are thrilled to announce that @BMWUSA has joined the #C9FAM!” BMW is now the official automotive sponsor for the North American eSports group and

The car manufacturer only once before put its name behind eSports. That came when it sponsored the European Union LCS Summer Finals in 2017.

In addition to scoring a sponsorship deal with BMW, Cloud9 has also teamed up with Puma, who will be the organization’s official apparel partner for the 2019 Spring Split. In addition, Cloud9 has partnered with AT&T, which will lead to the production of a new weekly series called “The Nines.” The series will include highlights of the team, player profiles, insights and opinions into tournaments and other information related to the team and its partners.

BMW follows Mercedes-Benz, which became the sponsor of SK Gaming this past January. The VP of Marketing for Mercedes, Bettina Fetzer, said at the time, “We are fascinated by both the enthusiasm of this young and digital generation for professional gaming and the totally new form of media consumption and communication within the fan community.”

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