Mercedes-Benz has begun a one-year partnership with Chinese esports team organization Royal Never Give Up (RNG).

The Daimler AG division will receive branding on RNG’s social media and video content, jerseys, and at the team’s new Beijing home stadium.

Mercedes-Benz recently entered a multi-year sponsorship deal for all Tencent esports, having sponsored last year’s League of Legends World Championship.

Mercedes-Benz, already a sponsor of multiple esports events, has signed its first deal with a professional team. With the specific aim of marketing its new GLA SUV model, the Daimler AG division has entered into a one-year partnership with the League of Legends team of Chinese organization RNG.

[perfectpullquote align=”right” cite=”” link=”” color=”” class=”” size=””]RNG announced the Mercedes-Benz partnership at the grand opening of its Beijing stadium.[/perfectpullquote]

As well as collaborating on social media and video content, Mercedes-Benz will have branding on RNG’s jerseys, and at the team’s new home stadium in Beijing. There are also plans for RNG players to appear at Mercedes-Benz events. Financial terms were not disclosed.

“League of Legends’ young audience of Chinese fans are the target consumers for Mercedes-Benz’s new generation products, including our ‘Powered by Life’ GLA SUV,” a spokesperson for Mercedes-Benz China told The Esports Observer. “Building upon this cooperation during LOL Season 7 and the 2018 LPL, this year Mercedes-Benz is establishing a win-win partnership in China between the Royal Never Give Up (RNG) League of Legends team and the Mercedes-Benz GLA SUV.”

Alongside Vivo, Mercedes-Benz is a top sponsor for all Tencent esports—part of a multi-year deal, worth over 50M yuan ($7.5M), sources told The Esports Observer. The car brand has been a sponsor of the LPL since 2017, and was also a sponsor of the 2017 League of Legends World Championship, held across multiple cities in China.

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As part of its recent franchising initiative, all teams in China’s top League of Legends competition have been encouraged by Tencent to build home arenas and develop local fan bases. RNG announced the Mercedes-Benz partnership at the grand opening of its Beijing stadium on June 17. The team’s match last week against Bilibili Gaming marked its final appearance at the main LPL Shanghai arena—future games will take place at the Beijing venue, until at least 2019.

RNG’s other sponsors include Hewlett-Packard, LYNX, AutoFull Gaming Chairs, and Logitech G . Founded in 2012, the organization also competes in FIFA online, Honor of Kings, PUBG, and Clash Royale, and plans to move into Fortnite. Most recently, RNG’s League of Legends team won the 2018 Mid-Season Invitational, their first international title.