Main objective
To enter the esports industry in a sustainable way and support the teams and discipline as a whole before, during and after times of uncertainty.

Insights
BMW and Fnatic join forces to maximise performance and entertainment, through technology and innovation, to help level-up every gamer on the planet. Every team partnered with BMW is united in their willingness to win.

Idea
#UnitedInRivalry

Results

39%

increase in awareness of United In Rivalry campaign (Q3 PCA 2020)

75%

of fans agreed intelligent use of partnership (Q3 PCA 2020)

74.4%

of fans found content entertaining (Q3 PCA 2020)

87%

Campaign Awareness (Q3 PCA 2020)

84%

more favourable brand perception (Q3 PCA 2020)

No 1.

Fnatic partnership No 1. reason behind preferred choice of new car (Q3 2020) DIGITAL (2020 Apr-Sep)

23M+

views

Esports shows us how sports entertainment can continue to thrive and play a key role considering today’s challenges. Our entry into esports is motivated by a commitment to become a sustainable, global partner, supporting the teams and the discipline as a whole, before, during and after these times of uncertainty.

Jens Thiemer, Vice President, BMW