Mercedes-Benz Korea Sponsors T1 Entertainment & Sports

Mercedes-Benz Korea has entered into a sponsorship agreement with the South Korean esports organization T1 Entertainment & Sports. This partnership marks the first time the automotive brand has sponsored a South Korean esports entity. As part of the agreement, the Mercedes-Benz logo will be prominently displayed on the center of T1 team jerseys, with the new branding debuting at the League of Legends Mid-Season Invitational in London. Additionally, the deal includes a promotional component featuring T1 player and shareholder Lee “Faker” Sang-hyeok, who was awarded a Mercedes-Benz AMG EQE 53 4MATIC+.

The transition to Mercedes-Benz signifies the conclusion of T1’s previous partnership with BMW. BMW had initially entered the esports market in 2020 by sponsoring six major organizations, including T1, G2 Esports, Cloud9, and Fnatic. Following recent shifts in the industry, T1, G2, Cloud9, and Fnatic have all exited their respective agreements with BMW, leaving only FunPlus Phoenix and OG as remaining partners.

While the specific financial terms of the deal remain undisclosed, the move reflects a broader strategic interest for Mercedes-Benz within the competitive gaming sector. The brand maintains a significant presence in the industry, serving as a chief sponsor for the League of Legends Pro League and supporting the Chinese organization Royal Never Give-Up. This development highlights the ongoing evolution of high-profile automotive sponsorships within global esports, particularly as major brands reevaluate their team-level partnerships.