The first season of the Overwatch League has now officially begun and it seems that Blizzard's latest eSports initiative is already proving to be a huge moneymaker for the company. After signing a landmark exclusive streaming deal with Twitch rumored to be worth $90 million, Blizzard has found yet another massive partner.

Blizzard has now announced that car manufacturer Toyota is the latest partner for the Overwatch League. As part of the deal, Toyota will be providing "behind-the-scenes content to fans," "additional broadcast integrations," and will have "a vehicle presence at Blizzard Arena Los Angeles." Blizzard partnered with Toyota before and in 2007 when a Toyota commercial featured World of Warcraft. It's not yet known whether similar ads could be created with Overwatch.

In a statement, Major League Gaming CEO Pete Vlastelica also said that partners like Toyota are helping the Overwatch League organizer to "create a premium experience for players and fans." Blizzard hasn't disclosed exactly how much money the Toyota partnership is worth, but it's safe to assume that it is a substantial figure.

Between the Toyota sponsorship, the Twitch exclusivity deal, and the deals with HP and Intel (they provide the computers the game is played on), Blizzard is no doubt raking it in from partnerships. The overall revenue from the Overwatch League may be even higher when taking into account the sales of in-game Overwatch League skins and the purchases of the League Token currency.

It also seems quite likely that the Overwatch League will continue to be lucrative, especially if the early figures are anything to go by. The streams of Overwatch League's first week garnered views from millions of devices. Admittedly, it's unclear whether those same viewers have also tuned into the League's second week and beyond. It's also not guaranteed that these viewers will continue to engage with the eSports initiative once the launch week hype has died down. But this is a strong start, and Blizzard will hope to sustain this momentum.

If Blizzard is able to keep Overwatch League's success going, then it may even be able to reach the lofty estimations set by analysts. At least one report suggested that the Blizzard-run tournament can make as much as $720 million in first year earnings.

That's an absolutely astonishing figure, but one that can only be reached if Blizzard is able to grow and maintain substantial levels of viewers. Initially, that figure had seemed outrageous and entirely unreachable. However, looking at the performance of the League so far and the partnerships Blizzard has already racked up, it may actually be in-reach after all.

Overwatch is available now for PC, PS4, and Xbox One.