Toyota Sponsoring Overwatch League As "Launch Partner"
Toyota Motor North America has signed on as the newest sponsor of Activision Blizzard's Overwatch League, agreeing to become a "North American launch partner" for the first season. It is the carmaker’s first foray into esports, and the league’s first non-endemic sponsor. Terms are not known. Toyota, which gets North American exclusivity in the car category, plans sponsored content, streaming integrations and a vehicle presence at Blizzard Arena. The automaker was already mentioned on last Saturday's opening week OWL stream, but league officials would not confirm the precise nature of the arrangement until yesterday. Toyota joins HP and Intel in the Overwatch League sponsor portfolio. UEG advised Toyota on the deal.
For more coverage of the business of esports, visit our partners, esportsobserver.com.