Cadillac backs TSM in car company’s very first esports partnership

Popular esports and entertainment organization Team SoloMid — more commonly known as TSM — has announced a partnership with luxury auto brand Cadillac in the car company’s first-ever esports venture.

On January 11, TSM announced its exclusive partnership with Cadillac, marking the very first time the esteemed automotive company has entered such a business venture with competitive gaming groups.

The initiative kicked has off with a special TSM jersey featuring the Cadillac logo — a swanky fit that the organization flexed in a tweet revealing their latest money move.

That’s not all; according to TSM’s press release, their newfound partnership will also include some very special features for their fans, such as “access to exclusive streaming events, custom video and social media content, and experiential events and activations at the brand new, state-of-the-art TSM Performance Center.”

It looks like there’s a lot to be excited for, and even Cadillac is jazzed to be part of the proceedings, according to GM’s Manager of Emerging Media and Partnerships, Bryan Steele.

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“Cadillac is excited to enter the esports space as part of the TSM family,” Steele said of the development. “Whether on the road, or on the Rift, our organizations place an incredibly high value on innovation and craftsmanship. Given our shared values, and the pedigree of Cadillac and TSM, it was a natural fit to team up with one of the most decorated esports teams in the world.”

While TSM might be Cadillac’s first esports partnership, this isn’t the first time a luxury car brand has gotten involved with an esports group; in November 2020, Chinese car brand Haval partnered with Epic Esports Events for their EPIC League Dota 2 initiative.

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Just a month prior to Haval’s own initiative, Mazda entered a deal with Hellraisers. Other auto brands similarly involved with esports include Honda with Riot Games’ LCS and Team Liquid, McLaren with DragonX, Audi with Astralis Group, and Kia with the LEC.

It seems that more and more car companies are looking to get in on the action that competitive gaming brings. Who knows — it would be really cool to see a special TSM-wrapped Cadillac someday.