Lenovo partners with Funplus Phoenix Over the past week, the Chinese esports industry has seen several sponsorships and partnerships between brands and esports teams. At a glance, it almost feels like business as usual for China’s esports industry, with new deals signed between brands and top-level teams. Most notably, FunPlus Phoenix signed a global partnership with German automaker BMW, alongside four other international teams.
BMW partners with Funplus Phoenix Munich. The BMW brand is currently engaged in a major expansion of its involvement in the world of computer, online and simulation games (esports), a field that’s been continuously growing in popularity, especially among the next-generation target group. As far back as 2017, BMW first attracted attention in the world of virtual sports as the official partner of the European League of Legends finals in Paris. And by 2019 and the successful SIM Racing season concluded by the BMW SIM LIVE premiere at BMW Welt in Munich, BMW had firmly moved into being a major player in esports. But above all, the BMW brand now supports some of the most influential and successful esports teams and strives to promote the esports discipline as a whole.