Mercedes is the world of eSports is experiencing a new chapter with the opening of registrations for the Mercedes-Benz ARAM Challenge , a new online challenge in the world of League of Legends , the popular video game that represents one of the main gaming platforms.
Four qualifying stages towards the final on 29 December
The tournament, organized in collaboration with ESL Italia and with a total prize pool of 5,000 euros, is divided into four qualifying Cups (17, 20, 22 and 27 December) and will end with the final on 29 December. For each qualifying cup, a model from the new generation of compact cars of the Star, the youngest range of the large Mercedes family, will act as the “godmother”.
Useful to intercept the youngest
“Esports represent a platform that allows us to intercept a very young audience open to innovation”, said Mirco Scarchilli , head of marketing communication experience at Mercedes-Benz Italy. “A target with strong potential, with whom we share a common vision of mobility in which values such as sustainability and digitalization are the main drivers”.
Mercedes focuses strongly on eSports
The Mercedes-Benz commitment to eSports began in 2017 through its partnership with ESL, one of the largest eSports companies in the world, in October 2018 when Mercedes-Benz became ESL’s global mobility partner. In 2019 it is the first automotive brand to invest in an esports team. 2020 marks a new important stage in the Star’s commitment to eSports, in fact, since last September, Mercedes-Benz has been the exclusive automotive partner of all global League of Legends events .