Esports organisation HellRaisers has announced a partnership with Auto International, Mazda’s official distributor and brand importer for Ukraine.
As a result of the partnership with Mazda’s subsidiary, the car manufacturer will gain a presence on HellRaisers’ media activities such as videos and projects with ‘leaders of the car and esports industries’.
Moreover, the firm will also be integrated into the esports organisation’s associated tournaments.
Regarding the new partnership, Tatiana Kuzmenko, HellRaisers’ Chief Business Development Officer commented: “Esports is part of the new reality, which is proved by more than 1.67m Ukrainian fans. We’re very glad to become the first club in the country to launch such a large-scale project with a car brand.
“We don’t want to just put Mazda’s logo on our channels and jerseys, our goal is to create a truly great and interesting project”.
HellRaisers has also revealed that there is one more activation planned between the two entities, however, these details have yet to be announced.
Tatiana Sheremet, Marketing and PR Manager of Mazda’s official importer in Ukraine added: “Unlike the international practice, no car brand in Ukraine has ever collaborated with an esports organization. For a Ukrainian brand distributor, this is a unique project, and we’re very glad to see our brand become the first car partner and friend of an esports team in Ukraine”.
The Ukrainian organisation has endured a relatively hectic last couple of months with the firm recent rebranding in August. Moreover, last month HellRaisers also parted ways with title sponsor 1xBet after two years together.
Esports Insider says: HellRaisers’ partnership with Auto International looks to be fairly significant in terms of collaboration between the esports organisation and MAZDA. Not only will the car manufacturer attract a younger audience due to the agreement but HellRaisers has added a major partner to its commercial portfolio.