Esports South Africa in the Driver’s Seat with Mercedes Benz

Mercedes-Benz South Africa and leading esports organisation ATK have announced a partnership that they believe will positively impact South Africa gaming. It marks the first motorsport partnership with esports teams, events or gaming spaces in the country. 

The deal holds that Mercedes-Benz South Africa will enter as a sponsor for the ATK League of Legends and Sim Racing teams, both top performers in their respective fields. Mercedes-Benz South Africa will also be official sponsor of ATK Arena, a state-of-the-art gaming space based in Cape Town bringing the professional gaming experience to the public.

Warren Barkhuizen, Chief Executive Officer of ARK is pleased with the partnership and highlights its significance not only for the South African gaming community, but esports in general:

“We could not have hoped for a better partner to bring esports to a wider audience whilst boosting the overall profile of gaming in South Africa and beyond,” he says. “Having begun sponsored esports events such as ESL One since 2017, we are thrilled to announce a three-year partnership with Mercedes-Benz South Africa and will be proudly bearing the three-pointed star alongside as primary sponsor for select ATK Esport teams, venues and events. These brands unite to uphold the Mercedes-Benz vision in representing ‘The Best or Nothing’.”  

With esports continuing to grow rapidly globally. Mercedes-Benz recognised the potential of this market and therefore decided to partner with ATK in South Africa to optimise its strategy to attract and leverage new audiences. 

Marketing director for Mercedes-Benz Cars South Africa, Selvin Govender says: “We are pleased by the interest of this digital generation for professional gaming and the new form of media consumption and communication within the gaming community. After several years of involvement in various esports initiatives, we have now decided to systematically take the next step.”

He further adds:

“With this partnership, Mercedes-Benz and ATK will push the boundaries between virtual and reality showcasing the latest in innovation in a bid to challenge the way we once thought about performance and gaming.”

On February 12, the biggest Sim Racing series yet in Southern Africa launched and with the recent partnership is now titled the Mercedes-Benz ATK Pro Series.Top sim racers from around the country will battle to be crowned South Africa’s best Sim Racer.

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