SPORTS LAW AT THE CROSSROADS

FC Köln buys into SK Gaming esports team alongside Mercedes-Benz

January 18 – Germany’s FC Köln has bought into esports team SK Gaming alongside sponsor Mercedes-Benz. No value was given for the investment.

As part the deal the Daimler brand’s logo will appear on the front of SK Gaming jerseys, while FC Köln’s #effzeh branding will be on the sleeve.

The buy-in is an extension of FC Köln’s partnership with SK Gaming that began in 2018 and which has given the esports players access to the club’s training facilities. SK Gaming players compete in the Virtual Bundesliga.

“We are fascinated by both the enthusiasm of this young and digital generation for professional gaming and the totally new form of media consumption and communication within the fan community,” said Bettina Fetzer, vice president marketing Mercedes-Benz passenger cars in a release. “By getting involved in SK Gaming we want to participate in this dialogue – as an open-minded and interested partner.”

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