CUPRA, the New Emblem of Sportiness is Joining Forces with Trackmania

Oct. 10, 2022

CUPRA, the new emblem of sportiness, design, and automotive performance, is joining forces with Trackmania (Ubisoft/Nadéo), the world's most streamed racing game, to offer a whole new world to the millions of players in the community.

From 10 October, CUPRA, with its agency 14 Paris (DDB Group), is launching this partnership by unveiling NEO-CUPRA, the futuristic city specially designed for Trackmania.

CUPRA provided its racing expertise as a car manufacturer to design circuits for Trackmania. This is also a highly symbolic act for the brand, which is positioning itself as a content publisher in order to offer even more thrills and sensations to all motor racing enthusiasts.

True to its values of innovation and creativity, CUPRA has collaborated with a new generation of creators who are exploring new realms at the crossing points of art, entertainment, and technology: from cartographers to 3D designers, from art directors to music composers.
The creative force of these talented young people, inspired by CUPRA's new vision of sportsmanship and Trackmania's atypical approach, gave birth to the immersive and intense universe of NEO-CUPRA.

Shad Bharucha & Kyle Sanderson, Art directors said:

“What a pleasure to work on this project. It has allowed us to discover how the design of a game works, at least a part of the game, and as advertisers it is enriching. We were able to work differently, as creatives it brought us a lot to be part of the Trackmania map design process, to exchange directly with talents from the video game industry while going further than communication, although this part is just as stimulating. We were also able to share our creative expertise and shape a universe for CUPRA while having a lot of freedom.”

 

With 12 circuits & 3 districts, NEO-CUPRA will test players' responsiveness, agility, and creativity in unbridled competition. Every two weeks, a new circuit will be unveiled and made available free of charge on a one-time basis. All the players will have the chance to prepare for the ultimate event, the CUPRA CUP, and possibly win the Grand Prix.

A media campaign will also be carried out to promote this unique partnership over the next few weeks: activations on Twitch with pro-players and influencers (Maxime Biaggi, Wingobear, Domingo and Xari), live streams and dedicated shows on the LeStream channel.

This collaboration cements reinforces CUPRA's commitment to the gaming and e-sport communities, in line with its recent partnership with the game Forza Horizon or its sponsorship of Xari and Domingo's team in the Explorer 2022 Grand Prix.