Mercedes-Benz Korea has signed a sponsorship agreement with SK Telecom T1 and will officially support the T1 League of Legends team starting in May.
This partnership is noteworthy as it marks Mercedes-Benz Korea’s first official sponsorship of an eSports team, bringing together two leading companies that have showcased innovation and excellence in their respective areas.
The T1 League of Legends team boasts a lineup of exceptional superstar players, including ‘Faker’ Lee Sang-hyeok, ‘Zeus’ Choi Woo-jae, ‘Owner’ Moon Hyun-joon, ‘Gumayusi’ Lee Min-hyung, and ‘Keria’ Ryu Min-seok, led by the global eSports superstar and team captain ‘Faker’. The team is renowned for its unmatched achievements and a robust global fanbase.
The T1 League of Legends team will wear uniforms featuring the iconic three-pointed star logo of Mercedes-Benz starting at the 2023 Mid-Season Invitational held in London on May 2, and will receive official sponsorship from Mercedes-Benz Korea until the end of 2025. Additionally, they are set to participate in various events hosted by Mercedes-Benz Korea, promoting the unique value of Mercedes-Benz to League of Legends fans worldwide through diverse activities.
Thomas Klein, CEO of Mercedes-Benz Korea, stated, “Mercedes-Benz has continuously pursued innovation and challenges to create ‘the car everyone admires’, and I believe this spirit aligns perfectly with the challenge-oriented mindset of T1, which is why we decided to proceed with this official sponsorship.” He further mentioned, “Through this sponsorship with the legendary League of Legends team T1, we expect to effectively convey the unique brand value of Mercedes-Benz, including our vision regarding sustainability, electrification, and luxury, to our key EQ customers and eSports fans around the globe.”
Mercedes-Benz Korea is focused on strengthening communication with tech-savvy individuals who rapidly adapt to innovative and high-tech products as a core target audience for the EQ brand. This T1 sponsorship initiative was designed by recognizing the shared characteristics between the EQ customer base and the eSports fan demographic, with plans to expand EQ’s reach through sponsorship and collaboration with T1, the world’s leading League of Legends team.
Lee Sang-jin daedusj@autodiary.kr