German football team FC Köln has joined forces with Daimler AG, the parent company of car giant Mercedes-Benz, to purchase a 67 per cent share in esports company SK Gaming.
FC Köln and Daimler AG took over the share from ESforce, which acquired the stake in the League of Legends European Championship (LEC) in September 2016.
“We are glad to have reached a deal with Daimler AG and FC Köln,” ESforce said in a statement.
“Such a major acquisition deal on the esports market is a showcase of not only our partners’ sincere motivation to contribute to the development of global esports but also SK Gaming’s remarkable performance throughout the years, which has made this brand one of the most well-recognised and beloved by esports fans around the world.”
The purchase will see FC Köln’s shirts adorned with ‘#effzeh’ branding on the sleeves, while the Mercedes-Benz logo will appear on the front.
FC Köln announced a strategic partnership with SK Gaming in February 2018. SK Gaming advised the football team on how to develop in the growing competitive gaming market.
In return, the Bundesliga team offered support to SK Gaming’s players with plans for tournament preparation by providing expertise in training, fitness and nutrition.
Mercedes-Benz, meanwhile, entered the world of esports back in 2017 through a partnership with competitive gaming giant ESL.
