BMW Signs Global Partnerships With Five Esports Organizations

BMW has "signed global partnerships with five top esports organizations" in Cloud9, Fnatic, FunPlus Phoenix, G2 Esports and T1 Entertainment & Sports, according to Kevin Hitt of THE ESPORTS OBSERVER. BMW will provide "vehicles with which to travel to and from events that have painted on team logos with colorful graphics." Other main provisions of the partnerships include "heavy social media engagement through hashtags, the placement of the BMW logo on jerseys, and collaborative content creation." Financial details and the "length of the partnerships were not disclosed." The deals span the "entire list of teams each organization fields with the exception of games in the shooter genre." What makes this partnership "particularly unique is the collaboration between organizations that routinely compete against one another." BMW will "leverage these rivalries through collaborative social media engagement under the hashtags #UnitedinRivalry and #UnitedatHome" (ESPORTSOBSERVER.com, 4/16).