Riot Games announced Wednesday that BMW is the official partner for the European League of Legends Championship Series (EU LCS) summer final in Paris, France.
— lolesports (@lolesports) August 30, 2017
The growing brand of League of Legends has consistently garnered the attention of non-endemic esports brands. Coca-cola has been a prominent sponsor of the game for some time, while other business such as Gillette and Geico have opted to sponsor professional teams like China’s EDward Gaming and North America’s Team SoloMid, respectively.
This isn’t the first automobile company to show an interest in League of Legends. Jeep is already the title sponsor for China’s League of Legends Pro League, and Mercedes-Benz engaged in talks with Riot to be the title sponsor for this year’s League of Legends World Championship, which will take place in China.
The final stage for EU LCS summer split takes place this weekend at the Accorhotels Arena in Paris. G2 Esports will go for its fourth EU LCS championship in a row when it takes on Misfits, making its first appearance in the finals. The third place match will take place between H2K Gaming and Fnatic.
Both Misfits and G2 have already qualified for worlds, so their match will be more about bragging rights. H2K and Fnatic will play for championship points, which could give either team the upper hand for placement in the regional gauntlet that will determine the third European seed to worlds.
Cover photo courtesy of Riot Games