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BMW Partners With Riot Games to Sponsor EU LCS Finals

BMW, one of the best-selling luxury automakers in the world, will be sponsoring the Summer Split finals of the European League Championship Series (EU LCS).

League of Legends has attracted the attention of many non-endemic brands in the past but the German vehicle manufacturer is the first of its kind. Unfortunately, the official announcement does not detail as to just how BMW will be involved with the upcoming competitive event. It is also unknown if this is a one time thing or if the prestigious brand will return for future splits as well.

The finals of the ongoing EU LCS will take place in Paris, France from September 2 to 3. G2 Esports has been holding on to the crown for three straight splits. It will hope to do so again for the fourth time when it meets Misfits on the weekend. Elsewhere, Fnatic and H2K Gaming will be brawling for the honor of third place.

BMW is not the only brand from the automobile industry to show interest in League of Legends. Earlier this month, Mercedes-Benz was reported to be in talks with Riot Games to sponsor the League of Legends Pro League (LPL) in China. The negotiations may have fallen short since the company announced last week to be partnering with Electronic Sports League (ESL) for the Hamburg Dota 2 Major.