Author Topic: ‘Where Icons Meet’ – League of Legends champions meet classic cars  (Read 3122 times)

Offline fasteddy

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To mark the 10th anniversary of the League of Legends World Championship, the Mercedes-Benz Museum in Stuttgart presents a retrospective looking back at the champions of the past 10 years.

While the world’s best League of Legends Esports (LoL Esports) teams are battling for the title in Shanghai, the Stuttgart-based luxury brand is putting on an array of exciting events to accompany the World Championships 2020 (Worlds 2020 for short), both online and at the Mercedes-Benz Museum in Stuttgart. Mercedes-Benz has been the exclusive automotive partner for all global League of Legends Esports events since mid-September and is proud to be part of the world’s largest esports event.

The trophy, the Summoner’s Cup, was already on display at the Mercedes-Benz Museum for a few days in September under the slogan ‘Where Icons Meet’. At the museum, visitors can experience the fascination of esports: at set times there will be a projection of the world champions of the past 10 years where visitors normally get to see the history of the automobile at the start of their museum tour. As an official sponsor of the presentation ceremony, Mercedes-Benz is focusing on the celebration of the winners of the last few years and is thus looking towards the final, which will take place on Oct 31.

With the aim of offering a direct added value for the global League of Legends Esports fan community, the car brand with the three-pointed star is using digital campaigns to launch its partnership with Riot Games, putting 10,000 Hextech chests up for grabs. These virtual surprise boxes with an exclusive Mercedes-Benz design are a huge success in the community as the fans can win popular in-game items by demonstrating their expertise. Alongside a five-part ‘Which Iconic Moment Was It?’ series on Twitter (link) presenting the greatest esports moments from 10 years of World Championships, hundreds of thousands of fans have already played the Mercedes-Benz Hextech Chest Quiz. Every participant has the opportunity to earn points by answering LoL Esport questions quickly and accurately. The players with the highest totals per round win a ticket for the daily draw. There is huge interest: So far, more than 25 million quiz questions have been answered, with in-game codes being sent to fans around the globe.

With fans’ enthusiasm behind them, Natanael Sijanta, Director Global Marketing Communications, Mercedes-Benz AG, and Naz Aletaha, Head of Global Esports Partnerships, Riot Games, gave further insights into the partnership and the luxury car brand’s future direction in esports as part of the Mercedes-Benz ‘Let’s talk Mercedes’ podcast (link to podcast).

‘The authentic integration of the brand in the League of Legends environment is a huge motivation for us,’ said Natanael Sijanta. ‘We want to show the community that we are convinced of esports and want to actively contribute to the development of it. In all our activities, the fan will always be in the spotlight of attention.’

‘We are looking for partners who can help promote the sport further and share our very fan-focused, fan-first philosophy; partners who believe in our vision for the sport,’ said Naz Aletaha. ‘Mercedes Benz is the right partner because they also share our values and believe in our vision to bring joy to billions of fans around the world.’

Mercedes-Benz is also presenting a tutorial with YouTube stars Zac & Jay with the aim of spreading the enthusiasm for esports to audiences who might not be familiar with League of Legends. The YouTube episode (link) are intended for anyone who is unfamiliar, or barely familiar, with esports in general and League of Legends in particular, giving an overview of the game and an insight into the day-to-day life of an esports player. As part of this, the two Brits visit the training camps run by Mercedes-Benz partner SK Gaming in Cologne, proving themselves to be the perfect ambassadors to help the audience explore a new world.

After the successful kick-off to the partnership between the brand with the three-pointed star and Riot Games, fans can look forward to the Worlds 2020 final – not just because of the sport itself: Alongside the top-class esports pro event, Mercedes-Benz will also have an essential role in the Trophy Ceremony as Presenting Sponsor, bringing this year’s World Championship to a very special conclusion with the lifting of the Summoner’s Cup by this year’s world champions.

About League of Legends Esports:
League of Legends is a global top sport that attracts the attention of millions of fans all over the world. At present, there are more than 800 pros playing in over 100 professional League of Legends Esports teams competing in leagues around the world. Every regional league comprises about ten teams that face each other over the course of the entire year divided into two seasons. The teams collect championship points in order to qualify for the two major international competitions: the Mid-Season Invitational and the Worlds. For more information, please visit: or


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