september 22, 2020 - Mercedes-Benz

Mercedes-Benz to become the exclusive automotive partner of all global League of Legends events

The Stuttgart-based luxury brand is set to become the exclusive #automotive partner of all global #leagueoflegends #esports events of Riot Games. This was announced today by Bettina Fetzer, Vice President Marketing #mercedesbenz AG, during the 2020 #leagueoflegends World Championship Preview Event. The #partnership will focus on the #leagueoflegends community and will feature #mercedesbenz as the presenting sponsor of the Trophy Ceremony at global events -- the pinnacle of sporting success for LoL pro teams.

The tenth edition of the 2020 LoL #esports World Championship, or 2020 Worlds for short, will take place in Shanghai from 25 September to 31 October. The first major global sports event in China since the coronavirus pandemic marks not only the tenth anniversary of the Worlds, but also the beginning of the global #partnership between Riot Games and #mercedesbenz. Hints about the #partnership were given to the community in advance. Attentive observers had already recognised the #mercedesbenz GLA and the #mercedesbenz EQC (combined power consumption: 21.3-20.2 kWh/100 km, combined CO2 emissions: 0 g/km)¹in the official Worlds anthem video, released on 17 September. It was a hot topic in the community. #mercedesbenz responded immediately on social media, where Bettina Fetzer, Vice President Marketing #mercedesbenz AG, sat in an EQC with the Summoner's Cup on the front passenger seat and said in dialogue with MBUX: "Hey Mercedes, guide me to Shanghai!"

Bettina Fetzer officially announced the #partnership today at the Worlds 2020 Preview Event, hosted by Riot Games from Los Angeles. #mercedesbenz is now the exclusive #automotive partner of the three global events of #leagueoflegends: the Mid-Season Invitational, Worlds, and the All-Star Event. In doing so, the #automotive brand bearing the three-pointed star is elevating the existing sponsorship of the Chinese #leagueoflegends, the so-called LPL, to a global level.

"We decided to partner with Riot Games because we strongly believe in esports", says Bettina Fetzer, Vice President Marketing #mercedesbenz AG: "League of Legends is one of the most popular games in recent years. By partnering with Riot Games at the global level, we want to participate even more actively than before in shaping the future of #esports and inspire fans about our brand in a playful dialog".

Mercedes-Benz begins the #partnership with the motto "Icons of a new generation" and in doing so looks back on ten years of #leagueoflegends #esports World Championship. #mercedesbenz underlines the notion of community first at the start of Worlds and during the event issues Mercedes-Benz-branded Hextech Chests – virtual surprise boxes with coveted in-game items. Furthermore, plans call for using creative and innovative approaches to produce and provide exclusive content for fans during the Worlds. By doing so, #mercedesbenz intends to interact with millions of connected fans around the globe and to actively participate in shaping Worlds through constant engagement.

“As the first luxury #automotive brand to embrace #esports at a global scale, #mercedesbenz has developed a deep understanding of the unrelenting passion fueling the game and the #leagueoflegends #esports community,” said Naz Aletaha, Head of Global #esports Partnerships, Riot Games. “Mercedes has been synonymous with excellence for nearly a century, and we are excited to combine our shared appetite for innovation to bring great sporting moments to the global #leagueoflegends stage”.

In addition, the TV spot that impressively fuses the world of LoL #esports with the real world celebrated its world premiere at the media event. In the spot, the viewer meets both famous #esports heroines and heroes as well as a number of the most popular #leagueoflegends characters. Only the interaction of all the players makes the line-up an unbeatable team and therewith "Icons of a new generation".

The commitment to #esports and the creation of added value is also made tangible by a host of other measures. #mercedesbenz will from now on present the trophy ceremonies at all three global events, bring a new broadcast segment in the most important global event streams to the homes of fans and pay lasting tribute to #esports in general and the #leagueoflegends community in particular with additional integrations and creative communication activities.

About #leagueoflegends #esports:

League of Legends is a global top sport that attracts the attention of millions of fans all over the world. At present, there are more than 800 pros playing in over 100 professional #leagueoflegends #esports teams competing in twelve leagues around the world. Every regional leagues comprises about ten teams that face each other over the course of the entire year divided into two seasons. The teams collect championship points in order to qualify for the two major international competitions: the Mid-Season Invitational and the Worlds. For more information, please visit: or


¹ The power consumption was determined based on Commission Regulation (EC) No. 692/2008. The power consumption is dependent upon the vehicle configuration.