BMW has announced a partnership with OG Esports as part of its Heroes of Rivalry campaign. The deal will involve similar marketing efforts that range from content activations on social media to jersey sponsorships. OG Esports joins teams like Cloud9, Fnatic, FunPlus Phoenix, G2 Esports and T1 on the BMW roster.
Vroom vroom, sunflowers! 🌻
Today, we're delighted to announce that we're joining the @BMWEsports family.
— OG (@OGesports) April 7, 2021
OG Esports x BMW
“OG Esports is giving the United in Rivalry family another boost. As well as League of Legends, we are now also involved in Dota 2 – and with an absolutely top team,” said Stefan Ponikva, Vice President of Brand Experience at BMW, in a press release. “This is another step towards realizing our vision of immersing ourselves deep in the pop culture of Esports and expanding our involvement in this unique scene with a very specific language, and specific references and symbols.”
As part of this collaboration, Japanese artist Acky Bright will produce a Heroes of Rivalry manga. This will highlight the adventures of each respective team. The manga will periodically release eight episodes through the respective social media pages. BMW felt as though traditional advertising would not appeal in the same way to the sports community. However, manga can communicate much more than just brand messages. This rationalization is what brought this idea to life.
“I grew up with a poster of a BMW motorcycle on my wall… Many years later… being able to work with them, it’s a dream come true. BMW is a wonderful brand and company,” said JMR Luna, Chief Executive Officer of OG Esports. “And they entered Esports partnering with five of the biggest Esports organizations in the world. It is an honor for us to be part of this prestigious group now.”
This marks the first time that the luxury vehicle and motorcycle brand has ventured outside of their typical partnership with esports teams. As the other five organizations are recognized for their success in League of Legends, OG Esports is well known for its renown in the Dota 2 scene. Outside of the two MOBA titles, BMW also has involvement with the SIM Racing community, where it hosts various virtual racing competitions.