Mercedes-Benz breaks into esports with ATK partnership

Posted:: Feb 19, 2021 15:56 Category: Africa , Esports , Posted by Laetitia

Mercedes-Benz South Africa announces groundbreaking esports partnership with local esports team ATK

Mercedes-Benz South Africa have entered a partnership with ATK, a South African esports organisation based in Cape Town. Mercedes-Benz South Africa will become the official sponsor of the League of Legends and Sim Racing Teams.

Under their agreement, the two parties will host together the new Mercedes-Benz ATK Pro Series. This will allow participants to race in a series of GT3 race cars. Those victorious will also have the opportunity to represent South Africa at the global FIA Motorsport Games in October.

CEO of ATK, Warren BarkhuizenCEO of ATK, Warren Barkhuizen shared his excitement on Twitter stating:

We could not have hoped for a better partner to bring Esports to a wider audience whilst boosting the overall profile of gaming in South Africa and beyond.


The partnership bridges the gap between virtual and traditional sports. In particular, this is a monumental step for South Africa as this is the first partnership between a motorsport company and an esports company for the country.

Selvin Govender, Marketing Director for Mercedes-Benz South Africa commented on the partnership saying:

Selvin Govender, Marketing Director for Mercedes-Benz South AfricaAfter several years of involvement in various e-sports initiatives, we have now decided to systematically take the next step.
Mercedes-Benz and ATK will push the boundaries between virtual and reality showcasing the latest in innovation

Source: esportsbets 

SiGMA Africa

SiGMA is heading to Africa. The event will run across the continent in not one but three host cities – rotating every year: in 2022 we’re heading to the vibrant city of Cape Town in South Africa for the inaugural summit, SiGMA Africa will then fly West to Ghana the following year and in 2024 East to Kenya. With a record for attracting an audience from over 80 countries, SiGMA has the potential to set the stage with a global guest list of some of the best operators, suppliers, affiliates, regulators, and thought leaders in the gaming sector – bringing high-end innovation to the African gambling industry and driving sustainable growth throughout its nations.

The potential of future regulatory development, the notable presence of mobile gambling and of land-based gambling all play an important role, leaving the region ripe for investments – especially for the growing online casinos industry.

Related Posts

SiGMA Magazine – Let us…

Entertainment is front and center at Evoplay, playing a key part in their rebrand. In SiGMA's latest cover story, CCO…

Match fixers ready to take…

An investigation supported by the International Betting Integrity Association (IBIA), the CIES Football Observatory, and the football players' unions of…