BMW is sponsoring teams like G2 Esports.
BMW is sponsoring teams like G2 Esports.
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BMW teams up with 5 global esports teams in a brand alliance

  • Posted byby Dean Takahashi
  • Updated
  • 2 min

BMW said it will partner in a branding alliance with five of the world’s top esports organizations that have teams that compete in League of Legends: Cloud 9 (U.S.), Fnatic (United Kingdom), Funplus Phoenix (China), G2 Esports (Germany), and T1 (South Korea).

The move is a recognition of the growth of esports, particularly with its growing online reach in the wake of the coronavirus, which has stopped people from enjoying physical events for traditional sports. BMW as a brand is expanding its involvement in the world of online games and esports, which are appealing to the younger generation of potential car buyers.

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Written by

Dean Takahashi

Dean Takahashi is editorial director for GamesBeat. He has been a tech journalist since 1988, and he has covered games as a beat since 1996. He was lead writer for GamesBeat at VentureBeat from 2008 to April 2025. Prior to that, he wrote for the San Jose Mercury News, the Red Herring, the Wall Street Journal, the Los Angeles Times, and the Dallas Times-Herald. He is the author of two books, "Opening the Xbox" and "The Xbox 360 Uncloaked." He organizes the annual GamesBeat Next, GamesBeat Summit and GamesBeat Insider Series: Hollywood and Games conferences and is a frequent speaker at gaming and tech events. He lives in the San Francisco Bay Area.