Esports Sponsorship: DHL Extends Partnership with ESL Faceit

DHL has been the “Official Logistics Partner” of esports since 2018 – and now the contract with ESL Faceit has been extended.

DHL Group is expanding its esports sponsorship activities and will remain one of the main sponsors of events organized by ESL Faceit Group Saudi Arabia. The partners announced this ahead of the IEM Cologne trade show in Cologne.

By extending the contract, DHL Group wants to expand the visibility and importance of the DHL brand in the target group of esports and gaming. Apart from Counter Strike 2– And Dota 2Tournaments DHL will also be present at select DreamHack festivals and as part of the Snapdragon Pro Series smartphone tournament series.

like “Official Logistics Partner” DHL takes care of, among other things, the transportation of theatre technology, gaming computers and furniture. The company also uses its reach as an “employer brand”, i.e. to recruit employees.

Arjan Sising, Head of Brand Marketing, DHL Group: “DHL has established itself as a premium brand in the esports sector. Thanks to our partnership with EFG, we have built a close relationship with gaming and esports fans – and thus with a young audience with a strong taste for technology and e-commerce, especially in Generations Z and Alpha.

Rodrigo Samuel, Commercial Director at ESL Faceit Group: “By partnering with EFG, DHL has become a brand that inspires gaming fans like no other. We see thousands of fans cheering for DHL at our live events and the passion the esports community shows for them is simply extraordinary. This support is proof that the long-term joint strategy of EFG and DHL is resonating with the people who matter most: our fans.”

ESL Faceit is part of the Savvy Games Group, which invests in gaming and esports companies as part of a state fund. The company is involved in organising the 2019 Esports World Cup, which has been held in Riyadh for the past eight weeks and will be held annually in Saudi Arabia in the future. The Kingdom is also working to boost its role in the esports world as a long-term organiser of the Olympic esports games (background).