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Mercedes-Benz launches a Russia-based esports campaign together with Publicis Sport & Entertainment and ESforce Holding

A premium automotive brand Mercedes-Benz announced the start of the Most Valuable Fan campaign aimed at Russian esports fans. As part of the campaign, a national fan competition will take place throughout August, September and October, culminating at a special event in Moscow during ESL One Hamburg 2019 playoffs. Following the outcome of the vote among the esports community and members of the jury, the chosen fan will receive the title of the Most Valuable Fan and a Mercedes-Benz A-Сlass vehicle.

This partnership between Mercedes-Benz, Publicis Sport & Entertainment, and ESforce holding is a continuation of the brand’s devotion to creating unforgettable experiences for both fans and the players. In 2016, Mercedes-Benz became a partner of ESL, founding the Most Valuable Player campaign taking place for the second consecutive year. As per 2019, viewers and members of the expert community have helped award the best ESL tournaments players with 5 automobiles worth a total of €250 000. Virtus.pro (a member of ESforce holding) players have won this award three times: Alexei Solo Berezin was the MVP of ESL One Hamburg 2017, Vladimir RodjER Nikogosyan and Vladimir No[o]ne Minenko became MVPs of ESL One Katowice and ESL One Birmingham in 2018.

“The Russian esports community is among the most engaged and active communities in the world, says Mercedes-Benz Press Office. However, the fans’ devotion to their favorite disciplines, teams or tournaments is rarely rewarded. We want to say “thank you” to all the fans who travel long hours to visit their favorite tournaments, meet their favorite teams in airports, prepare banners and touching gifts for their idols, share their hobby with their friends and do everything in their power to help esports grow. We hope that the Most Valuable Fan campaign will help elevate esports fan culture to a new level. We are happy to begin our first esports partnership in Russia with the fans themselves!”

To enter the raffle, one needs to register at http://mbmvf.cybersport.ru website, record a video of 5 minutes or less in which fans would talk about their experience supporting esports, fill in a form, and pass moderation. All citizens of Russia who are 18 or older and have a driver’s license may take part in the contest. With support the fan community and esports celebrity jury consisting of renowned journalists, casters, and fans, the brand will choose three finalists. They will then receive a ticket to the event’s grand finale a closed award ceremony in Moscow. The event will take place in Yota Arena during ESL One Hamburg 2019 final stage.

“We consider this one of the most important esports projects of the year, its importance for the gaming community and the market as a whole is undeniable. We are certain this campaign will gain a lot of traction on the international market, even though it is being implemented on the territory of Russia. Mercedes expands the horizons and pushes esports to a whole new level. We are happy to be a part of this project. Let the best fan win!” says Sergey Barkhudaryan, Head of Publicis Sport & Entertainment.

“Mercedes-Benz arrival to the Russian esports market is a clear signal for the community and the industry as a whole. The “Most Valuable Fan” project shows how involved Russian esports audience is on the international level, how much its activity and engagement into their idols’ life is evident on the worldwide scale. We are happy to partner with Mercedes, and we are sure that it is just one step further in a series of large-scale campaigns to reward the fans for their passion for esports, loyalty and compassion to their favorite teams and tournaments,” says Alexander Kim, ESforce Holding Commercial Director.

More details at http://mbmvf.cybersport.ru.