Tournament organiser ESL has named electrical goods retailer Euronics Group as an official partner of ESL Pro League for Season 12.
The deal covers the next season of ESL’s premier Counter-Strike: Global Offensive league. The most recent season was played entirely online due to COVID-19 restrictions.
This partnership will build upon ESL and Euronics Group’s existing relationship. Under the terms of the agreement, Euronics Group will be the presenting sponsor of the broadcast’s “Instant Replay” segment and will feature on in-game banners.
Stephan Schroeder, SVP Global Brand Partnerships EMEA at ESL, spoke on the expansion in a press release: “ESL and Euronics have a strong history of working together. Not only does this partnership agreement further our relationship with Euronics, but it also moves us forward in our mission to grow esports at a global and local level. The ESL Pro League presents an exciting opportunity to engage players and fans around the world and Euronics are a perfect fit to be an official partner ESL Pro League Season 12.”
Alongside its sponsorship of ESL events, Euronics Group is active in esports through its League of Legends team that competes under the Euronics Gaming banner. The most recent season of ESL Pro League was partnered with several brands, including Intel, MSI, MTN DEW AMP GAME FUEL, CS.MONEY, and GG.Bet.
John Olsen, Managing Director of Euronics International, added: “The impact of Covid-19 has meant that an already fast-growing sport has exploded as people look for recreational activity at home. An extension with ESL therefore makes perfect sense for all our members as we look to engage with this growing digital consumer audience.
“We are proud to serve the community online, and as lockdowns ease within many of our member markets we will use this partnership to showcase to our consumers that our stores are safe places to shop, adhering to national government guidelines.”
Esports Insider says: ESL remained composed amidst Coronavirus restrictions and went through the process of moving its premier competition online when many others cancelled or postponed operations. It’s great to see another major non-endemic brand continuing its involvement in esports.