Our DNA:CUPRA Experience :Official sponsors of electrifying esports COM/EN

Official sponsors of electrifying eSports.

Our unconventional challenger brand is set to enter the thrill and excitement of eSports, becoming the official sponsor of the eSports Club created by star streamer and presenter Ibai Llanos and FC Barcelona star Gerard Piqué.

The Club will compete in the LVP SuperLiga, one of the largest eSports competitions in the world, from January 2022. This new 360° partnership will run for a year and CUPRA will have a prominent presence in the 36 matches that will be broadcasted on Ibai Llanos’ Twitch channel. Llanos is one of the best-known Twitch streamers in the world and was voted Streamer of the Year at the eSports Awards 2021 for the second year in a row. CUPRA will also be present in the Gaming House – the performance centre where the team will reside, train, and compete – in addition to the content creators’ channels. 

This is a dream collaboration that will allow CUPRA to push the limits on one of the fastest-growing platforms, as eSports has been growing exponentially in recent years. Once again, CUPRA positions itself at the forefront of social and cultural trends and commits to the new generation of content creators and fresh digital formats that are increasingly attracting younger audiences.

Antonino Labate, CUPRA's Director of Strategy, Business Development and Operations said: "CUPRA is a brand that seeks to challenge convention, and this partnership is a unique opportunity to explore new ways to contribute to the professional development of eSports, which has nearly three million followers in Spain alone and is enjoying huge growth around the world. This is CUPRA's first step into the world of gaming and the beginning of an exciting collaboration with two of the biggest personalities in eSports."

As well as competing in the tournament, the new club will create daily content through the players from the Gaming House, where the team will live alongside some of the best content creators. In addition, Llanos and Piqué will be involved in the day-to-day running of the team and will actively participate in key events.

eSports as part of CUPRA’s DNA.

The partnership was announced yesterday at the Palau Sant Jordi in Barcelona and was streamed from Ibai Llanos' Twitch channel with more than 4.4 million followers.

During the event, the team was introduced, alongside the official name of the eSports Club, Finetwork KOI, and its other partners. In addition, the streamer unveiled the content creators who will be responsible for amplifying the messaging and content of the new team.