Could Mercedes-Benz sponsor League of Legends World Championship?

What started as a hobby that everyone made fun of is now being sponsored by the luxurious car maker Mercedes-Benz. That’s right, Esports have grown that much.

Multiple Chinese news outlets reported that Mercedes-Benz, L’Oreal Men Expert, Logitech G, Intel, and Chinese company Yili would be the title sponsors for the 2017 League of Legends World Championship in China. Mercedes-Benz did confirm to one website that its Chinese division and Riot China were involved in talks. The company did not provide further specifics and noted that the deal has yet to be closed. A Riot Games spokesperson confirmed talks between Riot’s China office and the companies in question, although those discussions centered solely on sponsorship of the LPL , League of Legends’ Chinese top league.

League of Legends previously attracted brands like Coca-Cola, American Express, and Gillette as sponsors, so a Mercedez deal is not really a surprise. 2017 League of Legends World Championship is heading to China from Sept. 23 to Nov. 4. Teams from all 13 professional leagues will battle over a prize pool of at least $2.1 million, before fan funding is added in (fans will be able to purchase special skins for the event, and 25 percent of the money from those sales will be added to the Worlds prize pool).

Last year’s League of Legends World Championship finals saw Samsung Galaxy and SK Telecom T1 battling out in front of 43 million unique viewers and peaked at 14.7 million concurrent viewers online. With these kinds of numbers, it’s not hard to see why more and more brands want to get in on the scene.