BMW signs its first esports team sponsorship with Cloud9
Cloud9 announced its newest partnership on the organization’s Twitter account, posting an image that showed six Cloud9 employees and players — including CEO Jack Etienne, as well as League of Legends (LoL) player and renown cosplayer Zachary “Sneaky” Scuderi — posing in front of a BMW car along with the phrase, “It’s character that drives performance.”
Character drives our performance, ready to get behind the wheel?#socalbmwpic.twitter.com/fW8emURXIF
— Cloud9 (@Cloud9)July 10, 2025
In a subsequent tweet, Etienne said that his team had just shot a series of commercials for BMW as part of their partnership deal.
BMW’s commitment to a partnership with Cloud9 may very well signal a more concerted effort by the renown automaker to establish itself in the esports industry.
As part of that partnership, AT&T will present a new Cloud9 digital video series called “The Nines,” which will spotlight the organization’s various teams competing in different esports titles.
Cloud9 is one of the most popular esports organizations in the world, with 17.4 million followers across its various social media channels.
