eSports players

North American esports organisation TSM has announced a partnership with automotive company Cadillac.

As a result of the deal, Cadillac has been named TSM’s exclusive automotive partner. According to the release, the partnership is expected to include exclusive features for TSM and esports fans, such as social media content and videos, along with experiential events and activations at the TSM Performance Center.

Photo Credit: TSM / Cadillac

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The esports organisation has also confirmed that Cadillac’s logo will be present on TSM’s new jersey. This is Cadillac’s first partnership with an esports team, as the automotive firm joins the likes of Honda, KIA, and BMW, among others, in supporting the esports space via sponsorship. 

Ned Watkins, Senior Vice President of Sales for TSM, spoke on the partnership: “Cadillac has a century-long history, a commitment to innovation, and worldwide recognition that aligns perfectly with TSM’s performance and excellence pillars.

“We are humbled and excited to team up with Cadillac through their first esports partnership and add them to TSM’s existing family of stellar brand partners.”

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Cadillac’s sponsorship of TSM continues to strengthen the esports organisation’s commercial portfolio ahead of the 2021 LCS season. Along with the automotive firm, TSM also has partnerships with Logitech, Geiko and Grubhub, to name a few. 

Bryan Steele, Manager Of Emerging Media and Partnerships for GM added: “Cadillac is excited to enter the esports space as part of the TSM family. Whether on the road, or on the Rift, our organisations place an incredibly high value on innovation and craftsmanship.

“Given our shared values, and the pedigree of Cadillac and TSM, it was a natural fit to team up with one of the most decorated esports team in the world.”

Esports Insider Says: With the LCS making huge changes in its format for 2021, it seems natural that organisations such as TSM would look to bring new partners to the table. Moreover, securing a high profile non-endemic brand such as Cadillac highlights the organisation’s popularity, both domestically and internationally.

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