Mercedes-Benz
Icons of a New Gen
Already serving as a sponsor for the Chinese league since 2018, Mercedes-Benz is taking its partnership global to become the exclusive automotive partner for League of Legends. The deal covers three major Esports events but extends way beyond traditional sponsoring. Mercedes logos will be seen on in-game banners and items such as loot boxes. The brand will also be able to create a variety of branded content and ads featuring the LoL characters, such as the recently released 'Icons of a New Generation' commercial.