Brand Purpose Esports Gaming

Toyota renews partnership with One Esports for TGR GT Cup Asia


By Shawn Lim, Reporter, Asia Pacific

July 13, 2021 | 4 min read

Toyota has renewed its partnership with One Esports to organize the Toyota Gazoo Racing (TGR) GT Cup Asia 2021.


The TGR GT Cup Asia 2021 will begin with national rounds held from August to September

The Japanese automaker claimed the tournament generated two million total views in 2020, crediting it to the sim racing sector, which has gained momentum in recent years, driven by professional drivers participating in e-motorsport competitions.

“I’m thrilled to announce that we have joined forces with Toyota Motor Asia Pacific for the second year running to bring the TGR GT Cup Asia 2021 to a global audience,” said Carlos Alimurung, the chief executive officer of One Esports.

“This event bridges the gap between real-world racing and esports and is an excellent opportunity for us to reach passionate motorsports and sim racing fans around the world, as well as capitalise on the sector’s rapid rise in popularity. With sim racing primed for continued growth, One Esports is honoured to host the highly anticipated event yet again."

What is the (TGR) GT Cup Asia 2021?

  • The sports racing experience brings together Asia’s top e-motorsport racers on PlayStation.

  • The format of the TGR GT Cup ASIA 2021 competition has been enhanced to offer every racer an opportunity to clinch the top two coveted places to progress to the global finals of the TGR GT Cup 2021. Countries will also be ranked in a new award system.

  • The TGR GT Cup Asia 2021 will begin with national rounds held from August to September in participating countries. The 21 national qualifying players from India, Indonesia, Korea, Malaysia, Taiwan, Thailand, and Singapore will compete in the regional finals in October for a chance to be crowned the fastest racers in Asia.

Why does this matter?

  • The immense popularity of racing games such as Gran Turismo and Forza Horizon has seen automotive manufacturers increasingly want a piece of the action in esports.

  • The likes of BMW, Toyota and Nissan have been involved with global esports competitions including the European League of Legends Championship Series 2017, Overwatch League and FIA-Certified Gran Turismo Championships.

  • In Asia Pacific, Porsche hosted its first regional esports tournament in 2020, the Porsche Asia Pacific Forza Cup, which reached more than 24.7 million people in the region.

  • BMW has partnered with five of the world’s top esports organizations – Cloud 9 (US), Fnatic (UK), Funplus Phoenix (China), G2 Esports (Germany) and T1 (South Korea) – each of which comprise up to 200 players battling it out above all in League of Legends.

  • At Nissan, in 2019 the Japanese car marque became the first automotive maker to partner with two of the biggest teams in the space – FaZe Clan and OpTic Gaming.

  • The partnership saw the Nissan logo appear on each’s competition jerseys and also allowed team members access to Nissan vehicles including the all-electric Nissan Leaf to integrate into social and digital content.

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