BMW & FNATIC launch Drive is the Difference

Published: 25 Aug 2021

Our partnership with BMW has always focused on high performance and creating excellence within the sport. BMW drives performance in the same way that Fnatic enables people to Game Better; optimising gaming skills, improving performance, and becoming the best in class.

The esports industry has matured drastically over the last five years. The life of an esports pro is incredibly intense across all titles, with some games requiring them to make 600 decisions per minute, and whilst competing pros are subject to 51 external stress factors (including playing in front of an audience, and having to communicate under pressure). To reach these levels of performance, players have to spend an average of 7-9 hours practicing every day.

We understand better than anyone the pressure this puts on our players, so through our partnership with BMW we have found a way to ensure optimum player performance, through the joy of playing.

Working with Octagon, FNATIC & BMW have created ‘Drive is the Difference’, designed to promote balance and ensure players are understanding both their mental and physical needs. As part of the ‘Drive is the Difference’ campaign, BMW took Fnatic FIFA Esports World Champion Tekkz, and Esports star Shawrey on a relaxing weekend away, allowing them to completely disconnect from the pressures of the gaming world, recharge, and find their drive.

This campaign includes a documentary-style hero video and four shorter supporting videos that focus on each of the activities across the weekend.

“These young stars are incredible at what they do - what’s important to BMW and FNATIC is ensuring they maintain their joy for the sport. That’s why we are so excited to launch “Drive is the Difference”, said Michelle Roberts, Marketing Director, BMW UK. “We hope this will send a strong message out to the Esports community globally, encouraging all gamers to follow the example set by Tekkz to find that all important balance in their lives.”

“Performance is something that BMW and FNATIC have always had in common, but an often-neglected part of performance is what to do during your down time”, said Colin Johnson, Team Director and New Projects Lead at FNATIC. “Drive is the Difference is a perfect example of the importance of the idea that running yourself into the ground is not always the key to success - you must be efficient in every aspect of life and rest and relaxation is no exception. That balance is what has lead stars like Tekkz to become happy and healthy champions and we hope that is communicated to our fanbase and the rest of the community through this initiative.”

“This campaign is a first-of-its-kind programme in the Esports world and one I’m incredibly proud to bring to life,” said Ryan Shaw, Creative Director, Octagon. “Our film follows two esports stars completely unplugging from the game so they can find their drive and come back feeling recharged. It’s unexpected for a performance brand to take you away from the sport you love, but that’s what makes BMW such a brilliant sponsor. They understand the importance of finding balance, so you always find joy in playing at that top level.”


To watch the full video of “Drive Is The Difference” click here.