BMW has signed with Cloud9 as the team’s automotive sponsor.

The carmaker previously sponsored a single League of Legends finals event in 2017.

Cloud9 also signed AT&T earlier this week in that company’s first team sponsorship.

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.

Related Article: AT&T Signs First Team Sponsorship Deal with Cloud9

BMW is Cloud9’s second big sponsor addition this week, following Tuesday’s announcement of a partnership with AT&T—another first-time team sponsor. AT&T will present a new Cloud9 digital video series called “The Nines,” which will spotlight the organization’s various teams.

AT&T will also sponsor Cloud9’s “communications hub” in its headquarters and have its logo on the back and sleeve of the team’s jerseys. Cloud9 has not yet revealed the full extent of the BMW sponsorship, although the carmaker’s logo already appears on the team’s Twitter banner.