Publications
Partners
• Mercedes-Benz South Africa has partnered with Cape Town-based Esports company ATK.
• The agreement is the first-ever motorsport partnership with Esports teams, events and gaming spaces in the country.
• The winner of Mercedes-Benz ATK Pro Series will get the opportunity to represent SA at the FIA Motorsport Games in October 2021.
Mercedes-Benz South Africa and Esports company ATK announced the first-ever motorsport partnership with Esports teams, events and gaming spaces in the country.
The global carmaker will stand as the first motorsport 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.
The German luxury brand will also stand as an official sponsor of ATK Arena, a state-of-the-art gaming space based in Cape Town kitted with the most advanced gaming technology available - bringing the professional gaming experience to the public.
Moreover, Mercedes joins ATK in hosting one of the biggest Sim Racing series in Southern Africa, titled the Mercedes-Benz ATK Pro Series set to launch on the 12th of February 2021. The 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 SA at the FIA Motorsport Games in October 2021, marking the Mercedes-Benz ATK Pro Series as one of the most prestigious Sim Racing events in Africa.
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 that the partnership between Mercedes-Benz South Africa and ATK represents a significant milestone for the South African gaming community and Esports in its entirety.
Strategically positioned under one of the Mercedes-Benz key global brand pillars, esports continues to multiply globally. Locally, Mercedes-Benz recognises this market's potential and has partnered with local gaming giants ATK to optimise its strategy to attract and leverage new audiences the brand says.
"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 take the next step systematically, said Selvin Govender, Marketing Director for Mercedes-Benz Cars South Africa.
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