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The brand must have enjoyed its вЂtest driveвЂ™, because this partnership was renewed for the 20 seasons. Kia also became the main sponsor of the League of Legends European Championship (LEC) in 2019.

Honda also sponsored Team Liquid in 2019.Д®sports partnerships:В Kia sponsored Counter Logic GamingвЂ™s Rocket League team in 2018 as presenting partner for an episode of CLGвЂ™s вЂROADSвЂ™ video series. The 2022 Honda Civic was unveiled on HondaвЂ™s official gaming channel, Head2Head. In November 2020, Honda targeted esports fans by becoming the first automotive brand to reveal its latest car on Twitch. Honda also became the first confirmed in-game banner sponsor to be featured in League of Legends. Soon after, LCS Scouting Grounds was renamed to Honda Scouting Grounds.

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In November 2020, Haval was named the exclusive automotive partner of the second season of EPIC League.Д®sports partnerships:В Honda was named the official automotive partner of Riot GamesвЂ™s North American League of Legends Championship (LCS) series in 2019. Activations will be centred around the Russian organisationвЂ™s Dota 2 team. The brand revealed a new virtual race car in August 2020 called the Fordzilla P1.ДЇord became the presenting sponsor of the Rocket League Championship Series X Winter Majors in 2020, and for the RLCS X Winter Split in 2021.Д®sports partnerships: Haval entered the esports arena in July 2020, becoming the exclusive automotive sponsor of Virtus.pro. In April 2021, BMW Esports-the companyвЂ™s esports division-announced вЂHeroes Of RivalryвЂ™, a manga series featuring its United in Rivalry team partners: Cloud 9, Fnatic, FunPlus Phoenix, G2 Esports, and T1.Д®sports partnerships:В Cadillac was named the exclusive automotive partner of TSM in January of 2021.Д®sports partnerships: In 2019,В Ford launched the FordzillaВ brand to house its first-ever esports competitors in Forza Motorsport 7 and other racing titles. In December 2020, BMW Motorsport joined forces with Team Redline,В G2 Esports,В Williams Esports, andВ BS+COMPETITION to expand the companyвЂ™s presence in sim racing. The unusual move was part of a #UnitedinRivalry campaign that saw all teams playfully mocking one another on social media. The auto giant sponsored its first esports team in 2019 withВ Cloud9, followed byВ Brazilian organisation paiN Gaming.Д«MW expanded its global reach in 2020 by partnering withВ Fnatic,В FunPlus Phoenix,В G2 Esports, and T1 Sports & Entertainment. Chinese organisation TOP Esports announced a sponsorship deal with subsidiary brand FAW-Audi in September 2020.Д®sports partnerships:В BMW has been active in the esports space for several years, first by sponsoring the 2017 EU League of Legends Championship Series Summer Finals in Paris. In January 2020, Audi became a sponsor of Riot GamesвЂs new League of Legends Belgian League.

To promote the Audi Q2L in China, Audi-Volkswagen manufacturer FAW-Volkwsagen collaborated on a variety show for PandaTV.ДЄudiвЂ™s official Formula E factory team, Audi Sport ABT Schaeffler, briefly crossed over into esports during the COVID-19 outbreak.В The series, which is run onВ rFactor 2, was part of Formula EвЂ™s fundraising partnership with UNICEF. In January 2019, Audi joined as principal partner of Astralis GroupвЂ™s League of Legends franchise, Origen, and in December 2019 partneredВ withВ Future FC, AstralisвЂ™s FIFA brand.ДЄudiВ entered partnerships with German FIFA teamsВ FOKUS CLANВ andВ Schanzer Esports,В the esports arm ofВ FC Ingolstadt 04, in 2018. Note: FAW-Audi is a sub-brand of FAW-Volkswagen, a joint venture between China FAW Group Corporation, German Volkswagen AG, Audi AG, and Volkswagen (China) Investment Company.Д®sports partnerships:В Audi made its leap into esports by partnering with Astralis Group in February 2017 and sponsoring the Danish Counter-Strike: Global Offensive team.

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Parent company: Aston Martin Lagonda Group LimitedД®sports partnerships: In may 2020, Aston Martin made its esports debut in The Race All-Star Series - Powered by ROKiT Phones, taking home first place in the sim racing Pro Cup. Note: Companies are listed in alphabetical order. To help keep track of it all, we have compiled a list of automotive brands in esports and their activations. More and more, car manufacturers race toward partnerships that aim to inspire gamers to visit their local dealers. In recent years automotive brands have become increasingly prevalent in esports.

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