Immortals Toyota partnership

Today, Immortals Gaming Club officially announced a new partnership with the Southern California Toyota Dealers Association. The dealership is now the exclusive automotive partner for IGC’s League of Legends franchise.

In a press release, IGC states the details of this new affiliation. As with most brand esports collaborations, Toyota will have its logo on every Immortals player’s jersey. They also plan to play a part in future fan experiences. This means they may brand goodies, apparel, host giveaways, and much more. Additionally, they expect IGC to promote Toyota’s full line of cars, trucks, and SUVs.

Releasing future projects

Furthermore, the Toyota Dealers Association plans to collaborate with Immortals to release a video series. They call this project “Inside Immortals,” and it will act as a “behind-the-scenes” YouTube series. They will distribute a multi-episode documentary-style production, highlighting details of the lives of IGC pro-players and staff.

Many other League of Legends organizations such as TSM and Cloud9 have also produced similar content. Fans tend to enjoy these docu-series videos, as they help to create a connection between fans and players.

Excited to be partners

The CEO of Immortals, Ari Segal, shared a few words regarding the new partnership, “Through this agreement, we will create highly compelling experiences both online and in-person where Immortals fans can interact with many of Toyota’s highest quality cars.”

Mike Sullivan, president of the Southern California Toyota Dealers Association, shared his enthusiasm.”We share an unwavering passion for innovation and technology, as well as our commitment to our consumers. So when the opportunity presented itself for us to enhance the experience for the Immortals fan base, we jumped right on it.”

Immortals also owns other franchises, such as their Overwatch and Call of Duty teams. Although the partnership only applies to their League of Legends franchise, there may be opportunities for more deals. Their other League of Legends sponsors are GameStop and Ironclad.

This is not the first time we’ve seen automotive deals in esports. Others include Kia’s sponsorship for the LEC and Honda’s sponsorship of the LCS. Toyota has also previously sponsored the 2018 Overwatch League as North America’s “Launch Partner.”

Carly Soba
Digital artist, bunny mom, and avid League of Legends fan. I write about all sorts of things, mostly esports business deals, investments, and game coverage. I'm passionate about helping professional women succeed in the esports industry. Catch me on Twitter: @carlysoba

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