ESL Australia secures major partnership with Circles.Life

07 February 2022


ESL Gaming Australia has partnered with digital telecommunication company Circles.Life for its regional events and associated competitions. 

The company will be featured across ESL ANZ Champs, the League of Legends Circuit Oceania (LCO), DreamHack Melbourne and other yet to be announced projects. Moreover, Circles.Life will be the official partner of ESL events in Australia.

Circles.Life esl gaming australia
Image credit: ESL Gaming / Circles.Life

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Both also announced that the partnership will include the ‘broader live streaming and gaming space’, meaning that the companies will support local streamers and content creators. Circles.Life will be the main partner for ESL’s new products aimed at Australia’s grassroots esports community.

Circles.Life is a telecommunications operator based in Singapore and joined the Australian market in 2019. This is Circles.Life’s first esports venture.

Graeme Du Toit, Head of Sales and Marketing at ESL Australia, commented: “Across ESL products in 2022, our goal is to hero the communities that make up the gaming and esports ecosystem here in Australia & New Zealand – linking players to their fans, streamers to their viewers and deepening that facet of engagement.

“Through this partnership, we’re able to take that to the next level and commit to a wide range of new integrations that will see Circles.Life championed in front of a massive audience.”

Brand integrations that showcase Circles.Life will take place across all of ESL’s events in Australia. Moreover, broadcast and social media content will be created. This content is expected to centre around known esports and gaming personalities in the region.

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Emilie Chell, Head of Marketing, Growth and Experience at Circles.Life, added:” We’re thrilled to be working with ESL and the wider gaming community. For us, this is about bringing a shared passion to life with content that adds value to the experience.

“We’re going to do what we do best – connect people. Whether that is through content featuring well-known champions or by helping to discover up-and-coming stars in the making, we’re going to be there to make each event bigger and better than ever before.”

Esports Insider says: This partnership is a landmark deal for both parties. Circles.Life will be heavily featured in all of ESL’s content in the region, and by the looks of it, the telco will heavily invest in esports and gaming communities, as well as esports events. Australian esports fans (and Circles.Life customers) can look forward to a large number of activations in 2022. 

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