Immortals expands partnership with Toyota Dealers Association

North American esports organization Immortals has announced the expansion of its partnership with the Toyota Dealers Association in the states of Southern California and San Diego. The Toyota brand will continue to feature on the jerseys of Immortals in the LCS. In addition, the Toyota brand will appear on the team's Wild Rift jersey.

The parties also announced a number of planned activations, including a Toyota and Immortals co-branded arcade that will be located in Southern California.

Brett McGrew, VP of Partnerships and Activations at Immortals: "Our partnership with Toyota is based on a shared desire to make games more accessible to our community. This new program will take us across Southern California and San Diego this spring and summer, giving fans the opportunity to interact with our players and content creators for a unique gaming experience."

Wild Rift and League of Legends Immortals players will also use team cars to create activations in San Diego and Southern California.

The partnership between Immortals and Toyota was first announced in early 2020 and has since been renewed twice, in late 2020 and 2021. As part of the agreement, Toyota became the organization's official automotive partner, while both brands collaborated on multiple activations at both esports and gaming events in California.