How 5 of the greatest automotive manufacturers drove into esports

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A person conventional way to advertise a product is by means of marketing. It is fairly very simple – to get your product or service observed by numerous individuals, it can be advertised in places that bring in a large variety of viewers.

Esports is a single area that advertisers are turning to. Millions of individuals all over the earth observe esports competitions, as nicely as their favourite players or teams reside on the world-wide-web.

These days, the salaries of specialist players can amount to tens of thousands of pounds for each month, or a lot more. The prize revenue at a variety of tournaments and competitions has of study course achieved thousands and thousands of bucks. It is partly many thanks to the increased recognition of esports and the traders and sponsors who are coming into the place, as properly as advertising strategies. These days we will discuss about which giants in the industry of vehicle manufacturing have burst into this subject of action.


In 2017, the German car or truck company Audi entered into a partnership with Astralis and had their logo bundled on Astralis’ esports jerseys.

Then in 2018, Audi partnered with Fokus Clan and meant to position alone in the professional gaming natural environment more than the extensive phrase. The cooperation was in the beginning prepared to previous a few many years. With each other with Media Markt, Audi also grew to become a partner to the esports workforce of FC Ingolstadt 04.

In 2019, Audi grew to become a sponsor of Astralis Group’s Foreseeable future FC FIFA crew. These are just a number of of the partnerships and pursuits Audi has created in esports so far.


A further German automotive producer did not want to tumble at the rear of and also entered into a partnership with various esports organisations, including G2 Esports:

Past 12 months BMW announced its final decision to sign contracts with not 1 esports club, but with five: Cloud9, Fnatic, FunPlus Phoenix, T1 Amusement & Sports activities and the aforementioned G2.

In addition to having the BMW symbol on esports jerseys, the German firm shipped gamers to tournaments in their vehicles.


Yet another German car or truck manufacturer resolved to stand out from its competitors. It invested in SK Gaming and also turned a critical sponsor of the Dota 2 celebration ESL A single Hamburg.

Mercedes announced an outstanding shock for MVP players in the tournament, who received a brand new Mercedes-Benz car. This go psyched the tournament contributors and admirers.

On top rated of this, Mercedes was element of a sequence of memes which they embraced, earning them the respect of esports lovers:


The Japanese automaker preferred to fortify its posture in the US sector in the spring of 2019. Management entered into an settlement with two of the most well known esports organisations: FaZe Clan and OpTic Gaming.

The Nissan emblem appeared on both the FaZe and OpTic Gaming jerseys, and group customers had entry to Nissan vehicles to market them on social media, together with the Nissan Armada, Altima, Kicks and the electric Nissan LEAF.

Fans abide by their idols and therefore the automaker managed to capture the attention of the esports and gaming audience.


A further Japanese automaker, Mazda, bought included in esports. In 2020, Mazda decided to involve a workforce of players from Ukraine – Hellraisers – in its promotion marketing campaign. Workforce users have been filmed for commercials for new motor vehicle types.

Just after the promotion campaign, Mazda administration was seemingly delighted and made a decision not to close the cooperation, but rather to extend it for yet another year. This was introduced in January 2021.

mazda hellraisers

Mazda attained extra than 6m consumers, with partnership collaborations achieving 1.7m contacts on social media.

Mazda’s foray into esports has clearly paid off so much.

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The integration of automotive brands into esports is only continuing, and it is probably we’ll see additional strategic partnerships like this in the future as auto companies try to far better reach the young generation.

Elon Musk is a single instance of a car brand manager who has been able to achieve claimed demographic and make have confidence in with his followers. In this regard, other conventional automakers have some way to go to do the exact.

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