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Mercedes-Benz to become the exclusive automotive partner of all global LoL Esports events

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The Stuttgart-based luxury brand is set to become the exclusive automotive partner of all global League of Legends Esports events of Riot Games. This was announced today by Bettina Fetzer, Vice President Marketing Mercedes-Benz AG, during the 2020 League of Legends World Championship Preview Event. The partnership will focus on the League of Legends community and will feature Mercedes-Benz 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 Mercedes-Benz. Hints about the partnership were given to the community in advance. Attentive observers had already recognised the Mercedes-Benz GLA and the Mercedes-Benz 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. Mercedes-Benz responded immediately on social media, where Bettina Fetzer, Vice President Marketing Mercedes-Benz 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. Mercedes-Benz is now the exclusive automotive partner of the three global events of League of Legends: 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 League of Legends, 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 Mercedes-Benz 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 League of Legends Esports World Championship. Mercedes-Benz 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, Mercedes-Benz 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, Mercedes-Benz has developed a deep understanding of the unrelenting passion fueling the game and the League of Legends 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 League of Legends 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 League of Legends 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. Mercedes-Benz 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 League of Legends community in particular with additional integrations and creative communication activities.

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DATA.BET Now Powers Esports for Entain NCE Across Baltics & Nordics

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DATA.BET, a leading sportsbook solution supplier, has signed a content deal with Entain NCE, to strengthen the esports betting offer of their brands (Optibet and Klondaika) across the Baltics and Nordics – with Estonia as a key rollout market.

Through the collaboration, Entain and its portfolio of brands will receive DATA.BET’s premium esports coverage. The package includes a comprehensive Odds Feed, Risk Management, Bet Builder and a suite of engagement Widgets – Pitch Tracker (interactive 2D map), Scoreboards (visual representation of player statistics), live Video Streaming, Statistical Widgets (team history and game stats) and a Multi Widget that unites all these tools within one screen. The partnership is designed to help Entain brands and their clients increase profitability in esports by combining precise pricing and risk controls with engagement tools that lift turnover and margin.

With the deal, Entain’s customers get access to DATA.BET’s 30+ disciplines and over 10,000 monthly events, delivered with a down-to-the-second bet delay across leading titles such as Counter-Strike 2, Dota 2, Valorant, League of Legends and others. A phased expansion of additional disciplines and features will follow to meet Entain’s demand.

“This partnership sets a high bar for product excellence. Our role is to power that ambition with an esports layer that’s rich in content and strong on risk, enabling consistent margins and a best-in-class customer experience. We’ve aligned on a clear roadmap to scale, with more Entain brands scheduled to join the rollout next,” said Otto Bonning, Head of Sales at DATA.BET.

“We are thrilled to partner with DATA.BET who are renown for being the leading Esports provider and who share the same passion and commitment for Esports as we do. DATA.BET’s deep understanding of the esports ecosystem and its growing influence among modern audiences makes the collaboration a perfect fit. Together, we aim to elevate esports and deliver the best experience and entertainment to the fans across Baltics and Nordics regions,” said Hendrik Ahuna, Director of Sportsbook at Entain NCE.

The post DATA.BET Now Powers Esports for Entain NCE Across Baltics & Nordics appeared first on European Gaming Industry News.

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FURIA Pulls Off the Reverse Sweep to Win Thunderpick World Championship 2025

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Thunderpick, the leading esports betting platform delivering fans cutting-edge tools and experiences, announced that FURIA has emerged victorious at the Thunderpick World Championship 2025 — one of the tournament’s most competitive editions yet, featuring four of the world’s top 10 ranked teams. FURIA takes home the $500,000 first-place prize, with KSCERATO earning his first Grand Final MVP.

FURIA’s steady performance and relentless focus were on full display throughout the tournament, culminating in a Finals victory over Natus Vincere. After NAVI went up two maps to zero, FURIA did what many thought was impossible and completed a dominant reverse sweep with a 13:1 on the decisive map.

Natus Vincere finished second place, earning $150,000. The MongolZ, who won the Thunderpick World Championship last year, finished third after defeating Aurora earlier in the day, receiving $70,000 and $50,000, respectively. Venom, 9z, Imperial and OG all placed fifth through eighth, taking home $20,000 each.

“It is a privilege to congratulate FURIA as the Thunderpick World Champions! This tournament was thrilling, featuring exceptional gameplay. The success of our World Championship is thanks to the incredible teams, streamers, partners, staff, and everyone behind the scenes who made it possible, as well as the passionate fans who make this event so special,” said Kelly Sanders, Head of Strategy at Thunderpick.

This year marks the third consecutive Thunderpick World Championship. Last year, The MongolZ stunned HEROIC to claim their third international title of the season, cementing their status on the global CS2 stage. In 2023, FaZe Clan took the crown after defeating Virtus.pro, with Robin “ropz” Kool earning the MVP title. The TWC 2025 Finals are presented in collaboration with Hotspawn, a leading hub for esports news and analysis.

The post FURIA Pulls Off the Reverse Sweep to Win Thunderpick World Championship 2025 appeared first on European Gaming Industry News.

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LEON Esports announces partnership with GamerLegion’s CS2 team

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LEON Esports is excited to announce a new partnership with GamerLegion’s Counter-Strike 2 team — a leading German esports organization ranked among the top 15 teams in the world, renowned for its consistent top-tier performances.

This collaboration marks a new chapter for LEON Esports, as the brand continues to expand its presence in competitive gaming. Over the years, LEON has become an active force in esports — supporting professional teams and hosting its own tournaments across titles like  CS2, Dota, Free Fire and Deadlock.

Together with GamerLegion, LEON Esports aims to bring even more action and engagement to fans — with exclusive offers, special markets, social media giveaways, and more challenges made for true esports and betting enthusiasts.

This partnership follows LEON’s successful collaborations with other major esports organizations such as SAW (Portugal), FlyQuest (Australia), and NFA (Brazil) — strengthening its position as one of the key players in the global esports scene.

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The post LEON Esports announces partnership with GamerLegion’s CS2 team appeared first on European Gaming Industry News.

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