North American esports organisation Immortals has extended its partnership with the Southern California and San Diego Toyota Dealers Association. 

Toyota’s brand will continue to receive logo placement on Immortals’ LCS jerseys. Moreover, additional Toyota branding will be featured on the organisation’s Wild Rift jerseys.

Image credit: Immortals / Toyota

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Both entities have also announced a number of planned in-person activations, including a co-branded Toyota and Immortals gaming lounge that will be placed at the SD County fair.

Immortals Wild Rift and League of Legends players will also use team-branded vehicles to create activations in San Diego and Southern California.

The partnership between Immortals and Toyota was first announced in early 2020 and has been renewed two times since in late 2020 and in 2021. As a part of the agreement, Toyota was named the official automotive partner for Immortals, and the two brands haved collaborated on a multitude of activations across both esports and gaming events in California.

Brett McGrew, VP of Partnerships and Activation for Immortals, commented: ” Our partnership with Toyota is underpinned by a shared desire to make gaming more accessible and show up for our community.

“This new programme will take us all over SoCal and San Diego this spring and summer, giving fans a chance to interact with our players and creators while enjoying unique gaming experiences.”

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Esports Insider says: Immortals and Toyota seem to have a good partnership going on. There’s not an overwhelming amount of branding taking place and both parties seem to understand what content works with their audiences. This renewal includes the new Wild Rift roster, which is also a smart decision for both brands.

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