BMW will sponsor EU LCS Finals in Paris

BMW will be the official sponsor of the EU LCS Summer Split Finals in Paris.

The partnership was announced in a short video on twitter featuring Unicorns of Love manager Romain Bigeard and Misfit’s mid laner Tristan “PowerOfEvil” Schrage. Schrage tells Bigeard, “Paris needs you,” before Bigeard takes off in an LCS branded BMW.

It’s a little unclear what the video might be implying that it could be a video series leading up to the final or if it simply means that BMW will sponsor the event and have ads during and around it. Sponsorships like this are rare for League of Legends, and most often have been centered around long-term events rather than single series like the LCS Finals. It’s also worth mentioning that this is the first major car manufacturer to throw their support behind League of Legends in either North America or Europe.

The EU LCS Finals will take place on Sunday, and will be between G2 Esports and Misfits.