ESL encourages gamers to “Live Legendary” by championing the global esports community—from players to fans—and simultaneously ushering in a new era of fandom and entertainment.
COLOGNE, Germany – August 14, 2024 – With ESL’s 25th anniversary on the horizon in 2025, ESL FACEIT Group, the leading esports and video game entertainment company, is kicking off the celebration early by unveiling a new brand campaign inspired by the community to remind fans that, together, they are the beating heart of the new global sport.
With a global audience expected to reach 640M people in 2025, esports is continuously growing, and ESL is firmly placing fans at the center of that growth—while also reasserting its undeniable heritage as the original and leading esports company in the world.
“We know from first-hand experience that the best way for fans to fall in love with esports is to actively participate in the brand, and we’ve been creating best-in-class opportunities for them to do just that since 2000,” said Fabio Tambosi, Senior Vice President of Marketing, ESL FACEIT Group. “With that undeniable heritage in mind, Live Legendary positions esports as the next frontier of fandom, uniquely situated at the intersection of competitive gaming, entertainment and culture. Legends are forged at ESL tournaments—and have been for more than two decades—which is why we encourage all of our fans to play their part by providing Gen Z and Gen A a place to connect with their friends and co-create alongside their favorite heroes.”
Launching in conjunction with IEM Cologne, one of EFG’s most iconic tournaments where the world’s best Counter-Strike 2 squads face off for one of the most prestigious titles and a $1M prize pool, the campaign invites fans worldwide to embark on a celebratory journey honoring the impact the company has had in consistently shaping the world of esports.
By reimagining ESL’s global brand platform, including properties such as ESL Pro League and ESL One, the campaign taps into the brand’s singular heritage, while simultaneously recognizing just how critical its fanbase and community have been toward spurring its growth.
“We aim to elevate the voice of our players and fans, in everything we do,” Tambosi added. “We look forward to continuing to grow our global audience of 225M fans and helping players and fans around the world fall in love with this global sport as it becomes a leading form of entertainment.”
The brand campaign, co-created in collaboration with global brand design agency Design Bridge and Partners, features reimagined visuals, including an original font blending ESL’s current typeface with inspiration from traditional stone carvings and inscriptions—a nod to the fact that ESL has been at the forefront since the “dawn” of the industry. Similarly, ESL will introduce custom digital statues honoring iconic game IP, players, casters, and fans—all of whom will be on hand to celebrate the campaign’s launch at IEM Cologne.
“Live Legendary is a new creative platform that reclaims ESL’s heritage as a leader in moving esports into the mainstream and making heroes of not just pro players, but also ESL fans,” said Marta Swannie, Creative Partner at Design Bridge and Partners. “This is a significant and exciting chapter in ESL’s journey to the top, and we are proud of the part we have played in helping to make ESL the category-defining esports entertainment brand.”
Fans will get their first glimpse at the all-new look during IEM Cologne, and will be able to experience a unique stage takeover on Friday, August 16. Earlier that day, they are also encouraged to participate in the Fan March alongside legendary community champions as they make their way into the LANXESS arena to kick off IEM Cologne’s Playoffs.
For more information on ESL, visit esl.com, and follow the brand on X (formerly Twitter), Facebook, Instagram, YouTube, and Twitch.
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You can download additional assets from the brand campaign here.
About ESL FACEIT Group
ESL FACEIT Group (EFG) is the leading esports and video game entertainment company dedicated to creating worlds beyond gameplay where players and fans become community. EFG is built on a legacy of world-renowned brands including ESL, FACEIT, DreamHack and DreamHack Sports Games, providing innovative ecosystems for global communities of players, fans and creators around the games they love. Working alongside leading partners, brands and global IPs, EFG operates an unmatched portfolio of live events, digital platforms and developer tools that reach and engage millions of gamers worldwide. For more information visit www.eslfaceitgroup.com.
About ESL
ESL creates a world where everybody can be somebody. For more than two decades, we have been shaping the industry and leading esports and gaming innovation globally across the most popular video games, creating a comprehensive ecosystem with opportunities for players to go from zero to hero and for fans to witness the best stories esports has to offer. The ESL portfolio consists of high-profile products such as the ESL Pro Tour, Intel® Extreme Masters, the Snapdragon Pro Series, and many more, ranging from grassroots to global elite competitions. ESL is part of ESL FACEIT Group, the leading esports and video game entertainment company.
About Design Bridge and Partners
We believe that brands that move people, move the world. Which is why we design brands with the power to move—motivating and pulling people towards them with an irresistible force that compels and connects. We take organizations from where they are to where they want to be.
We are a global brand design agency with expertise in brand strategy, including brand definition, naming, and architecture; brand engagement, through branded communications and content, connected experiences and products; brand design systems, creating inclusive, multi-sensory brand identities: visual, verbal, and sonic; and brand effectiveness, focusing on brand management and measurement.
A WPP company, Design Bridge and Partners is a revolutionary design partnership, redefining what design is and what design can do for brands, businesses, people and the planet. With 850 people in 12 countries, our expertise includes strategy, identity, brand experience and brand optimisation. Globally, clients include NASA Artemis, Unilever, Coca-Cola, Microsoft, Diageo, Mastercard, Intel, Mondelez, Tencent, HSBC, Colgate, Reckitt, Fortnum & Mason, and the BBC. To learn more, head to designbridge.com.
