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United in Rivalry: BMW partners with esports teams to push gaming culture

G2 Esports, one of the entertainment world’s leading gaming brands, is partnering with luxury automobile brand BMW on a full-club, three-year partnership.

“G2 Esports are pioneers both in-and-out of game and this is evident in our incredible competitive success, entertaining content, and the energy we bring to our fans every day. BMW will power G2 as we build on our vision to create a massive entertainment empire and bring the best innovation to the esports industry,” says Carlos “ocelote” Rodriguez, G2 Esports CEO.

He continued,

“This is more than a sponsorship, this is a united effort to highlight the power and influence of esports.”

BMW’s venture into the world of gaming shows how much esteem G2 has, as well as the lucrative opportunities the gaming world offers right now. Just this past year, in 2019, the gaming industry generated a total revenue of $151.9 billion.

The numbers were trending upwards, and the world of esports was only looking to gain a bigger foothold into the world of sports, entertainment, and naturally, everything.

Then COVID-19 struck the world and imposed a quarantine on most of us. It has rendered us helpless in the real world, stuck inside with not much but family, snacks, and some computer/gaming software.

Naturally, many people turned to gaming, as did even sports networks and other companies broadcasting professional athletes and celebrities playing each other in 2k, COD, Fortnite tournaments (as well as many other games).

Everything points to the gaming industry only becoming more lucrative as the weeks go on, even when quarantine ends and the bright lights of the real world are opened up to the general populous again.

BMW is getting out ahead of this reality, and G2 Esports offered them the perfect partner to collaborate with.

“Esports shows us how sports entertainment can continue to thrive and play a key role considering today’s challenges. Our entry into esports is motivated by a commitment to become a sustainable, global partner, supporting the teams and the discipline as a whole, before, during and after these times of uncertainty,” says Jens Thiemer, Senior Vice President Customer and Brand BMW.

Thiemer continued, “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. 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, helping BMW on its journey to becoming an emotive brand people relate to.”

The partnership includes a G2-branded fleet of BMW vehicles that will transfer the team to-and-from tournaments and a collaboration on an infrastructure for amateur players that support the next generation of G2 pros.


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Final round. @fpx.esports has also entered the game. #UnitedInRivalry #UnitedAtHome #phoenixfly #gaming #esports

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Recently, G2 made headlines in December when Brooklyn Nets owner Joseph Tsai purchased a stake in the franchise.

Pushing the envelope even further, BMW Group will partner with five of the world’s best esports teams including G2 Esports (Germany), Cloud 9 (US), Fnatic (UK), Fun Plus Phoenix (China), and T1 (South Korea) under the theme #UnitedInRivalry. And in total, around 200 players will battle it out in the incomparable League of Legends

Speaking to the hashtag, it will serve as a driving force for the partnerships with BMW and in line with esports’ culture, the teams will challenge and try to outdo each other prior to tournaments, using #UnitedInRivalry on channels like Instagram, Twitter, Facebook, WeChat and various streaming platforms across the world.

“We are excited that the world-class top brand has chosen to enter the global esports industry with Funplus Phoenix. BMW has a century-long history, prestigious technology and worldwide recognition,” says Funplus Phoenix CEO Chun Li.

“This partnership will fuel innovation and the pursuit of high performance in this new era.”

BMW and the G2 Esports partnership highlights a willingness to help steer the influence of gaming, as well as set the path of innovation.


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We’re proud to power up our 2020 Pro Player Jersey and welcome @bmw to the #G2ARMY! 🛒 Link in Bio!

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