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Cloud9 has signed automotive maker BMW to a sponsorship deal, the team announced via Twitter on Friday.

The deal marks the automaker’s first team sponsorship to date. BMW previously did a single-event sponsorship for the 2017 EU League of Legends (LoL) Championship Series Summer Finals in Paris. For that event, BMW produced a series of videos with Unicorns of Love.

Cloud9 revealed the partnership with an image showing six organization employees and players—including CEO Jack Etienne, as well as a cosplay-wearing Zachary “Sneaky” Scuderi from its LoL team—posing in front of a BMW car along with the phrase, “It’s character that drives performance.” In a subsequent tweet, Etienne said that Cloud9 had just shot a series of commercials for BMW.

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