Euronics partners for the first time ever for all ESL Pro League (EPL) matches, further expanding the long-existing partnership with ESL

Cologne - July 21st 2020 - ESL, the world’s largest esports company, and EURONICS International, the leading retail group in electrical goods and home appliances, today announced their third tournament partnership.

The global cooperation will be expanding on the already existing partnership and landmark sponsorship of ESL One Hamburg in October 2019 and ESL’s signature major, the Intel® Extreme Masters (IEM) as retail partner, the biggest esports tournament in the world. Euronics Group, which consists of 26 members across 35 countries in Europe, CIS, and the Middle East, thus further cements their leading position in the esports market.

Furthermore, Euronics will for the first time be presenting sponsor of the “Instant Replay” segment and in addition feature on the in-game banner in the English main broadcast. They will also represent the group’s local brand in all ESL Pro League matches of Season 12 in the German, Spanish, Portuguese, French and Russian broadcasts.

“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” said Stephan Schroeder, SVP Global Brand Partnerships EMEA at ESL.

“We are delighted to extend our partnership with ESL to a third tournament” says John Olsen, MD of Euronics International. “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.”


ESL -  is the world’s largest esports company. Founded in 2000, ESL has been shaping the industry across the most popular video games with numerous online and offline esports competitions. The company operates high profile, branded international leagues and tournaments under the ESL Pro Tour including ESL One, Intel® Extreme Masters, ESL Pro League, and other premier stadium-size tournaments, to more clearly define the path from zero to hero. ESL also produces the ESL National Championships, grassroots amateur cups, and matchmaking systems, creating a world where everybody can be somebody. With offices all over the world, ESL is leading esports innovation on a global scale through the combination of global ESL competitions, amateur leagues, publisher activations, and more. ESL is a part of MTG, the leading international digital entertainment group.

ESL Pro Tour - The ESL Pro Tour combines multiple, previously unconnected ESL and DreamHack tournaments from various game titles into dedicated circuits that build toward grand championships each year. The collaboration aims to create a more complete path from “zero to hero” for aspiring players, a more compelling story to follow for existing CS:GO, StarCraft II and WarCraft III fans, and a more transparent structure for new esports fans.

Euronics - The Euronics Group is the leading consumer electronics retail group in EMEA and CIS, representing independent retailers in 35 countries with more than 8,500 outlets. The Group brings innovative electrical products to consumers via a universal omni-channel approach. Euronics has reported consistent year-on-year growth in turnover and revenue since it was founded in 1990, irrespective of periods of economic instability, demonstrating that the Group’s focus on service and innovative solutions is unparalleled in its market.

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