Colin-on-Cars – All a game to Mercedes-Benz

Esports in South Africa is getting a massive power boost with the news MBSA and local Esports giant ATK have announced a deal that marks the first motor sport partnership with Esports teams, events and gaming spaces in the country.

MBSA (MBSA) will stand as the first motor sport sponsor for a South African Esports team in history; entering as a sponsor for the ATK League of Legends and Sim Racing teams, both top
performers in their respective fields.

MBSA will also stand as an official sponsor of ATK Arena, a gaming space based in Cape Town, South Africa kitted with the most advanced gaming technology available – bringing the professional gaming experience to the public.

MBSA has also joined ATK in hosting one of the biggest Sim Racing seriesin Southern Africa, titled the Mercedes-Benz ATK Pro Series  that series invites top sim racers from around the country to battle for the title of South Africa’s best Sim Racer. The winner will get the opportunity to represent South Africa at the FIA Motorsport Games in October 2021.

The Mercedes-Benz ATK Pro Series will invite drivers to race in a series of GT3 cars guided by a Mercedes-Benz GT4 pace vehicle.

ATK’s CEO Warren Barkhuizen remarked  the partnership between MBSA and ATK represents not only a significant milestone for the South African gaming community, but Esports in its entirety.

“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. Having begun sponsored esports events such as ESL One since 2017, we are thrilled to announce a three-year partnership with MBSA and will be proudly bearing the three-pointed star alongside as primary sponsor for select ATK Esport teams, venues and events.”

“We are pleased by the interest of this digital generation for professional gaming and the new
form of media consumption and communication within the gaming community. After several years of involvement in various esports initiatives, we have now decided to systematically take the next step,” says Selvin Govender, Marketing Director for Mercedes-Benz Cars South Africa.

“With this partnership, Mercedes-Benz and ATK will push the boundaries between virtual and reality showcasing the latest in innovation in a bid to challenge the way we once thought about performance and gaming,” Govender concluded.

Leave a Reply