Auto giant will hire European teams to participate in racing competitions under the brand Fordzilla.

Fordzilla will compete on Forza Motorsport 7, among other racing titles that it has not yet announced.

The news came from Ford’s Gamescom 2019 conference, a new eSports team is being created paired with Microsoft to create a competition in Forza Motorsport 7. This is not the first sports investment in eSports. Honda is partnering with Team Liquid and BMW with Cloud 9, but Fordzilla will be the first eSports team owned and operated by a car manufacturer.

” We at Ford have a racing pedigree that others can only envy,” said Ford of Europe Roland de Waard in the release. “Now is the time to take this know-how and apply it to the world of eSports – capturing the imagination of a new generation of virtual racers, inspiring them to ride on one of our Ford Performance cars.”

Starting with Gamescom in Cologne, Fordzilla will recruit national teams for France, Germany, Italy, Spain and the UK. From there, he will form a mixed European squad consisting of the best players from each national team.

Justin Osmer, Senior Manager of Partnership Development at Turn 10 Studios added: “We are pleased to see Forza Motorsport continuing to be the game of choice for big brands like Ford as they launch esports initiatives. With millions of fans playing Forza games, we’ve seen significant growth in the numbers who want to compete, or simply spectate, in esports and it’s great to see a long-standing partner like Ford Motor Company bringing even more opportunities to participate.”

As for players? Fordzilla has just entered the recruitment stage, but the announcement video confirms that streamer and YouTuber Angelo “aSmoogl” Bülow will be taking up the mantle of Germany’s team captain.

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