Mercedes-Benz Commits to ESL One through 2020

Neslyn Apduhan • October 22, 00:24

One of the world’s leading automobile companies continues to support the growing industry of esports through ESL One’s Dota 2 tournament sponsorship.

In 2017, Alexei “Solo” Berezin was voted by thousands of fans and on-site analysts at ESL One Hamburg as the event’s Most Valuable Player. Solo won the coveted award and took home a brand new car from Mercedes Benz as a result.  

The partnership between ESL One and the Daimler car brand will extend through December 31, 2020. This is a great news for professional players participating in ESL tournaments who’ll now battle not just for the prize money and Dota Pro Circuit points, but also for the chance to be crowned as MVP and win a sleek new ride.

“As a global brand, we want to open ourselves up to new target groups. Esports gets us into a dialogue with young people, especially those with an affinity to technology,” said Britta Seeger, a member of Daimler’s board of management.

The increasing significance of esports for today’s generation is increasingly clear, and huge name brands are starting to take notice. To be one of the first partners to take the leap in supporting, companies such as Mercedes-Benz are looking to position themselves favorably with the industry’s young consumer demographic.

“We will further advance the esports sector together with Mercedes-Benz and are fostering the sustainable growth of this new and exciting sport,” said ESL CEO Ralf Reichert.

With a massive prize pool and millions of fans watching every year, Dota 2 tournaments present great opportunities for advertisers willing to work in what remains a nascent marketplace.

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