BMW, one of the best-selling luxury car brands on a global scale, will be the official sponsor of the EU LCS Summer Split Finals that will take place in Paris in a few days. Lolesports announced the partnership by posting a short video via Twitter.
In the video, the Misfit’s mid laner Tristan “PowerOfEvil” Schrage tells the Unicorns of Love manager Romain Bigeard “Paris needs you”. Then, Bigeard takes off in a LCS-branded BMW.
The video was considered a bit vague, as it does not reveal what the BMW involvement is. There is no information whatsoever if this is a one-time partnership or BMW will sponsor future splits as well.
The League of Legends has previously attracted the interest of a number of renowned companies operating outside the e-sports industry. However, BMW is the first major brand to support the LCS Finals.
The EU LCS Finals will take place in Paris, France from September 2nd through September 3rd. G2 Esports team has won three consecutive splits. However, they will meet the Misfits who will try to take them down and become the new crown holders. The H2K Gaming and Fnatic teams will face off each other to brawl for the honor of the third place.
BMW is not the first automotive maker willing to enter the e-sports industry, though. As RealGear reported, Mercedes-Benz was also interested in teaming up with Riot. However, the deal seems to have fallen through and Mercedes-Benz became a sponsor of the Hamburg Dota 2 Major.