Porsche Named Exclusive Automotive Partner of OWCS Major

ESL FACEIT Group has designated Porsche as the exclusive automotive partner for the Overwatch Championship Series (OWCS) Major, scheduled to take place at DreamHack Dallas from May 31 to June 2, 2024. This collaboration represents a significant expansion of Porsche’s existing engagement with the Overwatch 2 franchise and marks the automaker’s first major partnership agreement with an esports tournament operator.

The partnership focuses on brand integration and fan engagement during the event. Porsche will serve as the presenter of the tournament’s Most Valuable Player (MVP) award, providing the recipient with a special edition watch. Furthermore, the company will host on-site activations, including opportunities for fans to interact with the MVP and a showcase of the new all-electric Macan following the Grand Finale. Attendees will also receive access to custom content inspired by the vehicle and new in-game Legendary skins for the character D.Va.

While the financial terms of the agreement remain undisclosed, the deal highlights the continued interest of luxury automotive brands in the competitive gaming sector. The event, hosted at the Kay Bailey Hutchinson Convention Center, is operated by the ESL FACEIT Group, a division of the Saudi-backed Savvy Games Group. This partnership underscores the ongoing trend of non-endemic brands leveraging high-profile esports tournaments to reach younger, digitally engaged audiences through experiential marketing and exclusive digital content.