South Korean esports organization T1 has announced a partnership with Mercedes-Benz Korea until at least 2025.
As part of the partnership, Mercedes-Benz branding will appear on the T1 League of Legends team’s jerseys, which will be seen at the 2023 Mid-Season Invitational in London. In addition, the companies will run giveaways and other activations.
T1 is a leading esports organization in Asia and the world, with the three-time Worlds champion League of Legends team being among its most notable accomplishments. T1 Entertainment and Sports, which is a joint venture between Comcast Spectacor and SK Telecom, owns the team.
Mercedes-Benz has an interesting connection to the LCK, the top-flight Korean League of Legends league, as one of its key partners. However, this partnership marks the first time Mercedes has collaborated with a South Korean esports brand.
Reports suggest that T1’s star player and shareholder, Lee ‘Faker’ Sang-hyeok, has received a brand-new Mercedes-Benz EQE electric car as part of the deal, but it is unclear whether he gets to keep it.
The partnership with Mercedes-Benz Korea brings an end to T1’s partnership with BMW, another German car brand. BMW entered esports in 2020 by partnering with five high-profile esports organizations, including T1, G2 esports, Cloud9, Fnatic, and FunPlus Phoenix. Fnatic even collaborated with BMW to design a custom mouse.
