BMW UK and Fnatic have launched a new campaign to encourage esports players to “embrace the all-important balance in their life” in order to help them reach peak performance.
The program is available on social media and includes a variety of exercises aimed at helping participants enhance their mental and physical abilities. The staff will also offer guidance on how to use the support forum and website.
The initiative is part of a wider campaign designed to promote “balance and wellbeing” among gamers. As well as video messages from some of the team members, it will feature advice from two experts who have an understanding of gaming. Dan Zahavi, a sports psychologist and founder of the consultancy GamePsych, and Professor Rachel Kowert, a social scientist at Cologne University studying the positive effects of gaming.
The support also includes an app called ‘Fnatic Dojo’ that will help players with their mental performance.
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“We’re incredibly proud to be partnering up with BMW to help players find the balance they need to stay at the top of their game,” said Wouter Sleijffers, CEO of Fnatic. “Esports is growing at an incredible rate and we’re set to support the best players in achieving peak performance and use our resources to improve their quality of life. We want all players that join us to benefit from this, so we’re creating a professional structure where everyone benefits.”
“At BMW we believe in driving performance and being ahead of the curve when it comes to technology,” said Andy Gadsby, Brand Director responsible for marketing at BMW UK. “Partnering with Fnatic and being associated with esports opens up a new avenue for us to reach and connect with a younger audience.”
The partnership builds on BMW’s existing relationships within the esports industry. As a founding partner of the Gfinity Elite Series, a professional esports tournament in London, the car manufacturer has supported teams since its inception. This partnership is one of many “integration strategies” BMW uses to connect with new audiences and build stronger bonds with their target demographics.
Getting your license can be messy…
…Well, at least it was for our league boys – check out the behind-the-scenes of @BMWEsports Driving School, live NOW! 👇
— FNATIC (@FNATIC) August 23, 2021
Fnatic is one of the world’s leading global organizations based in London, competing across eight professional video game titles including League of Legends and DOTA2. Its esports players are household names in gaming communities worldwide and were ranked as one of Forbes’ Top 10 Most Valuable Esports Teams earlier this year.
BMW will be adding a new game to the Dojo app, allowing players to improve their mental performance in StarCraft 2.
The idea for a campaign focused on wellbeing wasn’t one that came out of nowhere. In 2016, the organization sought out collaborations with other top esports teams and brands in an effort to further diversify its partnership portfolio and bring some of its expertise in sport psychology to the table.
“We did this due to our passion for esports,” Sleijffers told Dot Esports at the time.
Source: https://esportsjunkie.com/2021/08/29/bmw-and-fnatic-announce-new-esports-campaign
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