The Overwatch League has announced automotive giant Toyota as a brand-marketing partner for the league’s inaugural season.
The news may not come as a surprise to many, with Toyota adverts already featuring on the broadcasts alongside Intel and OMEN, two previously confirmed sponsors of the league.
Toyota is a “North American Launch Partner” for the Overwatch League and the deal will see future collaborations including behind-the-scenes exclusive branded content to fans. In addition, Toyota will have additional broadcast integrations and a vehicle present at the Los Angeles-based Blizzard Arena.
Blizzard signs Overwatch League partnership with Toyota
Blizzard has signed a partnership deal for Overwatch League with Japanese carmaker Toyota, the game publisher announced on Thursday.
Under the agreement, Toyota will be a North American Launch Partner for the Overwatch League. Blizzard expects to work with the automaker on “bringing behind-the-scenes content to fans.” Toyota also intends to have “additional broadcast integrations, as well as a vehicle presence at Blizzard Arena Los Angeles.”
Toyota Motor North America media and engagement marketing vice president Steven Curtis expressed the automaker’s excitement about the new partnership. “We love the passion of eSports fans, and the goal of our partnership is to help take the Overwatch League and the fan experience to the next level,” he said.
“We’re thrilled to welcome Toyota to the Overwatch League,” said Blizzard MLG division president and CEO Pete Vlastelica. “When we were building the league, our desire was to create a premium experience for players and fans, and partners like Toyota are helping us do just that,” he added.
The announcement follows the very successful opening week of Overwatch League’s inaugural season. The tournament amassed a huge audience with more than 10 million total viewers across various streaming platforms.
Apart from this deal, the Overwatch League also has HP and Intel as sponsors. The tech giants are providing gaming hardware for the tournament, including HP’s OMEN gaming PCs which are powered by the latest Intel Core i7 processors.
Following a thrilling opening week for the Overwatch League that drew more than 10 million viewers worldwide, a major new brand-marketing partner has signed on to support the league during its inaugural season: multinational automotive manufacturer Toyota.
Toyota will be a North American Launch Partner for the Overwatch League, and is looking forward to future collaborations around bringing behind-the-scenes content to fans. The automaker plans to have additional broadcast integrations, as well as a vehicle presence at Blizzard Arena Los Angeles.
“Toyota is excited to be a launch partner of the Overwatch League,” said Steven Curtis, vice president, media & engagement marketing for Toyota Motor North America. “We love the passion of esports fans, and the goal of our partnership is to help take the Overwatch League and the fan experience to the next level.”
“We’re thrilled to welcome Toyota to the Overwatch League,” said Pete Vlastelica, president and CEO of Blizzard Entertainment’s MLG division. “When we were building the league, our desire was to create a premium experience for players and fans, and partners like Toyota are helping us do just that.”
The Overwatch League is further supported by sponsors HP® and Intel®, with players competing on cutting-edge gaming hardware including HP’s OMEN gaming PCs, powered by the latest Intel® Core™ i7 processors.
About the Overwatch League™
The Overwatch League™ is the first major global professional esports league with city-based teams across Asia, Europe, and North America. Overwatch® was created by globally acclaimed publisher Blizzard Entertainment (a division of Activision Blizzard—Nasdaq: ATVI), whose iconic franchises have helped lay the foundations and push the boundaries of professional esports over the last 15 years. The latest addition to Blizzard’s stable of twenty-one #1 games, Overwatch was built from the ground up for online competition, with memorable characters and fast-paced action designed for the most engaging gameplay and spectator experiences. To learn more about the Overwatch League, visit www.overwatchleague.com.
Toyota has been a part of the cultural fabric in the U.S. and North America for 60 years, and is committed to advancing sustainable, next-generation mobility through our Toyota and Lexus brands. During that time, Toyota has created a tremendous value chain as our teams have contributed to world-class design, engineering, and assembly of more than 33 million cars and trucks in North America, where we operate 14 manufacturing plants (10 in the U.S.) and directly employ more than 46,000 people (more than 36,000 in the U.S.). Our 1,800 North American dealerships (nearly 1,500 in the U.S.) sold almost 2.7 million cars and trucks (2.45 million in the U.S.) in 2016—and about 85 percent of all Toyota vehicles sold over the past 15 years are still on the road today.
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