Mercedes-Benz and local gaming giants ATK form historic esports partnership


It’s no secret that esports has become a massive industry in recent years, and the competitive scene is still on the rise. Every year sees a slew of esports tournaments worldwide that enjoy massive audiences, and offer massive prizes for players. There are tons of leagues for various games, and players and teams can achieve legendary status in their gaming communities based on their performance.

Several famous local esports teams belong to ATK, a leading esports organisation in South Africa. The Cape Town-based organisation manages several top ranking local teams and is also responsible for the conception of the ATK Arena, a state-of-the-art-gaming space providing players with the best in gaming equipment to supercharge the way they play. ATK is now making gaming history by partnering with the South African arm of luxury motor company Mercedes-Benz.

ATK and Benz, bffs

This is the first time a motorsport company has ever paired up with an esports group in South Africa. In terms of the partnership, Mercedes-Benz South Africa is sponsoring ATK’s League of Legends and Sim Racing teams, both of whom are wildly successful in their leagues. Further, together the pair will host the Mercedes-Benz ATK Pro Series, one of the largest Sim Racing series’ in the country, which starts today, 12 February 2021. Top Sim racers from across the country will duke it out against each other, with the ultimate victor scoring the chance to represent SA at the prestigious FIA Motorsport Games in October.  The series will also give its participants the opportunity to race in a series of GT3 race cars.

“We could not have hoped for a better partner to bring Esports to a wider audience whilst boosting the overall profile of gaming in South Africa and beyond,” said Warren Barkhuizen, ATK’s CEO, when announcing the three year partnership. He went on to declare that the organisation would proudly mount Mercedes’ 3-point star alongside their own logo at their venues, events, and bedizening their uniforms.

“Mercedes-Benz and ATK will push the boundaries between virtual and reality showcasing the latest in innovation,” said Selvin Govender, Marketing Director for Mercedes-Benz South Africa. Govender recognizes the potential market Esports provides the company, and is as pleased with the partnership as Barkhuizen is. “Mercedes-Benz and ATK will push the boundaries between virtual and reality showcasing the latest in innovation,” he went on to say.





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