To Connect With Gen Z, BMW Turns the Keys Over to Esports Organizations

Carmaker is playing up rivalries among 5 organizations

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BMW partnered with some of the world's best well-known esports leagues. BMW

Buying a luxury car is a huge commitment, and despite the trope of the middle-age crisis Mustang or Mercedes, it is not often an impulse purchase. For many consumers, the desire to own a luxury car starts with posters on a childhood bedroom wall, and car brands have focused on reaching young customers nowhere close to being able to actually purchase one.

Mitch Reames is a freelance writer based in southern Oregon. A 2017 graduate of the University of Oregon school of journalism and communications, Reames covers a wide range of industry topics including creativity, agencies, brands, esports and more.