Ford Motor Company wants to “step up its involvement in gaming” and esports in the immediate future, with a booth at this year’s
Ford put up a job posting for an esports-focused marketing position a few months ago, seeking a candidate who “will lead the strategic direction, negotiation and ownership of partnerships with gaming and esports companies.” The most pertinent qualifications concern the applicant’s ability to “build senior-level relationships with global and regional gaming and esports partners e.g. Riot Games, Activision Blizzard, Epic, Stadia and esports teams, players, leagues, promoters etc.”
Brands such as Coca-Cola, Red Bull, McDonald’s, Audi, and Mercedes-Benz have sponsored esports teams, with more using the rapidly growing sport to advertise their products. Even professional soccer teams have got in on the act, as the likes of Paris Saint-Germain, Schalke 04, and West Ham United each have their own esports teams. Not to mention the fact Drake now co-owns an esports brand.
Ford might be looking to make its mark on esports, too, be it through sponsorship, advertising, or establishing its own team. We’ll find out what the company has in mind next week when Gamescom kicks off on August 20.
