Porsche Coanda and the future of sim racing in the automotive world

Porsche Coanda Esports Team shows growth in sim racing. Why do carmakers invest in esports, and what role will it play in motorsport's future?

When Porsche launched the Porsche Coanda Esports Racing Team in 2022, it wasn’t just jumping on a trend. It was committing to a fast-growing ecosystem where competition, technology, and brand identity converge. Sim racing was no longer just for enthusiasts — it was becoming a serious playing field.

The team quickly made headlines, competing in a virtual 24 Hours of Le Mans and soon entering the ESL R1 and Porsche Esports Supercup on iRacing. Backed by the acclaimed Coanda Esports organization, Porsche cemented its presence in top-tier sim racing. In 2025, the team established its base at the Esports Performance Center in Cologne, a modern facility built for training, engineering support, and full-scale simulation.

The highlight of the year — the Esports World Cup in Riyadh — put Porsche Coanda in the global spotlight. After dominating the online qualification phase, the team entered the finals but narrowly missed the podium, finishing fourth. They collected 40,000 USD in prize money and invaluable competitive experience. It was BMW M Team Redline who ultimately claimed the championship, showing remarkable dominance in the final stages.

“We’re disappointed, yes,” said Nina Braack, Manager of Esports at Porsche Motorsport, “but proud of our individual wins and overall performance. We know how to compete when the chance to win comes just once a year. We’ve learned a lot — and preparation for next season begins Monday.”

But why are automakers investing in esports at all? It’s a direct connection to a young, tech-savvy audience. It’s also a testing ground for both driver development and engineering innovation. Sim racing now mirrors real-world racing in more ways than one — and crossovers are real: virtual drivers are earning chances in real race cars.

Porsche is not alone. BMW fields the championship-winning Team Redline. Mercedes-Benz supports projects from sim racing to League of Legends. Even Lamborghini and Kia have dipped into esports. While no one claims that sim racing will replace motorsport, it’s increasingly a complement — a reflection of racing, reimagined for the digital era.

Three straight Esports World Cup finals for Porsche Coanda — winning in 2023, fifth in 2024, and now fourth in 2025 — point to a steady climb. It’s no longer an experiment. For Porsche, sim racing is part of a long-term strategy. And they’re just getting started.