Mercedes-Benz is supporting the largest global eSports event, the 2023 League of Legends World Championship, which is taking place from October 10 to November 19 in Seoul and Busan. This is the fourth time Mercedes-Benz has joined in this world championship, where the top players of League of Legends will compete for the coveted Summoner’s Cup trophy.
As the epicenter of global eSports, South Korea holds a significant place in the cultural and industrial landscape, particularly with its deep love for League of Legends. The country, known for its technology-driven mindset, relentless pursuit of improvement, and passionate fan community, is not only a leader in eSports but also aligns perfectly with Mercedes-Benz’s brand identity.
Britta Poremba, Head of Marketing and Sales for the Passenger Cars division at Mercedes-Benz, stated, “The dynamic and innovative spirit of the eSports fan community is in sync with Mercedes-Benz’s efforts to break boundaries and lead the industry with cutting-edge technology.” She added, “Mercedes-Benz, in partnership with Riot Games, aims to be part of this culture and offer unforgettable experiences to fans across the globe.”
Nas Aleltaha, Global Head of League of Legends Esports at Riot Games, noted, “The joint efforts of Mercedes-Benz and Riot Games towards excellence and innovation are creating a synergy combined with Korea’s technology-centered culture,” adding, “Through this synergy, the World Championship has been enhanced across the board.”
Since officially sponsoring T1 as of May, Mercedes-Benz Korea has planned several events for local fans during the 2023 World Championship season.
From a sports perspective, there are high expectations for T1, featuring superstar ‘Faker’ Lee Sang-hyeok, in the League of Legends eSports scene. T1, a three-time world champion, aims to reclaim the title on home turf for the first time since their last world championship victory in 2016.
Faker expressed his excitement, stating, “It is an honor to compete in the World Championship held in my home country,” adding, “The passion of Korean fans and the overall eSports culture here is unmatched. It is also amazing to see a global brand like Mercedes-Benz engage with this enthusiastic eSports community.”
Meanwhile, as the official partner of the global League of Legends events and sponsor of T1, Mercedes-Benz is launching a global campaign called ‘Hunt for Glory’ under the event’s motto, ‘The Grind, The Glory.’ In addition, during the championship period, various digital events and scavenger hunts will be implemented, allowing fans worldwide to interact and enjoy the World Championship on a deeper level.
Lee Sang-jin daedusj@autodiary.kr