Mercedes-Benz Egypt recently announced a partnership with Anubis Gaming, the first and most successful esports team in Egypt, the Middle East, and North Africa (MENA). According to the sponsorship agreement, the Mercedes star will be displayed on the front of the Anubis Gaming shirts, where the luxury brand will support their esports calendar throughout the year, helping shape a promising future for the industry in Egypt.
“As a global brand, we want to open ourselves up to new target groups,” said Sascha Van Ryssen, Marketing & Sales Director of Mercedes-Benz Egypt. “Esports gets us into a dialogue with younger generations, especially those with an affinity to technology. We are pleased to be part of the rapidly growing gaming community and support Anubis gaming in further advancing this action-packed and thrilling sport.”
Esports engagement is part of Mercedes-Benz’s strategic focus on future-oriented fields. Mercedes-Benz first entered the esports arena in 2017 by partnering with the world’s largest esports company, ESL. In 2020, Mercedes-Benz became the exclusive automotive partner of all global League of Legends esports events from Riot Games.
Founded in Egypt in 2015, Anubis Gaming is the first League of Legends regional champion.
(All information was provided by Al Bawaba)
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