ESL FACEIT Group signs multi-year partnership with DHL

19 August 2024

Just a few days after the announcement of a host of new big-name partners, the ESL FACEIT Group (EFG) has signed an extension of their successful deal with DHL. Through a combination of event international esports events and best-in-class even logistics, EFG and DHL have been creating unique fan experiences at Counter-Strike 2 and Dota 2 tournaments, and now that partnership has been extended for several more years. As a result, DHL will keep functioning as the Official Logistics Partner of the ESL FACEIT Group.

Brand exposure for DHL

As is the case for most sponsorship deals and partnerships, DHL’s association with the ESL FACEIT Group provides the company with considerable brand exposure, in this case among gaming and esports fans and players. This is generally a younger segment that is not reached as much by DHL’s more traditional ways of marketing. In 2025, the global international esports community is expected to surpass the peak of 640 million people and through ESG events, DHL can reach that community in an effective way.

"Through its partnership with EFG, DHL has become a brand that inspires gaming fans like none other," says Rodrigo Samwell, Chief Commercial Officer (CCO) at the ESL FACEIT Group, "We see thousands of fans chanting 'DHL' at our live events, and the love the esports community shows to DHL is nothing short of extraordinary. That support is a testament to the fact that EFG's and DHL's joint long-term strategy resonates with the most important people: our fans."

DHL will continue to be linked to ESG’s Counter-Strike 2 and Dota 2 events, which belong to the most-watched events in international esports every year. Besides that, the logistics specialist will also increase its involvement in ESG’s Snapdragon Pro Series, the world’s largest multi-title mobile esports league. To top it off, DHL will also continue to play a major role in ESG’s organization of multiple Dreamhack gaming festivals globally.

Expert event support

Of course, the ESL FACEIT Group also gets plenty out of the extended collaboration with DHL. ESG is one of the biggest esports organizers and production companies in the world, after all, and DHL provides decades of experience in the logistics sector. As part of the deal with ESG, DHL provides professional transport of the necessary stage and broadcast technology, assistance with video installations, and distribution of monitors and gaming chairs, amongst other things.

"DHL has established itself as a defining brand in the esports sector”, says Arjan Sissing, Head of Group Brand Marketing at DHL, “Thanks to our partnership with EFG, we have built a close bond with gaming and esports fans - and thus with a young audience with a great affinity for technology and e-commerce, especially in Generations Z and Alpha," said Arjan Sissing, Head of Group Brand Marketing at DHL Group. "In this target group, DHL not only enriches the fan experience with its commitment, but also positions itself as a progressive company and an attractive employer. The great positive feedback shows that we communicate in a language that resonates with them."