ESL evolves its master brand to reinforce founding values with updated visual identity

(Cologne) 14th. of February – ESL, the world’s largest esports company, today announced a brand refresh that highlights the company values and supports the strategy to continue leading the esports industry. ESL was founded with a core belief that everyone has a chance to fulfill their dreams. ESL has supported the growth of esports and set itself on a journey, over the last 19 years, to build leagues and tournaments for gamers that would create more opportunities for participation and progression than any other sport. The new brand positioning, “where everybody can be somebody”, reflects that founding story of the company that is still very much in its employees’ DNA. The new updated brand, developed with the global brand agency Superunion, is a metaphor for the journey to become somebody and stand out, creating a place for partners, players and fans to stand out too.

ESL had a significant role in shaping the industry in terms of broadcast, production and event experience across the world’s most prestigious esports brands and products such as the IntelⓇ Extreme Masters, ESL One, ESL Pro League and ESL National Championships, pioneering stadium events and consistently breaking industry records. Esports enjoys worldwide recognition as the fastest growing segment of media and entertainment, with the youngest and most coveted fan base. This brand refresh is a key cornerstone of ESL’s growth acceleration strategy which will enable a better integration of its partner brands, clarify the path from zero to hero across the multiple leagues and tournaments, and continue attracting an ever-growing fan base.

“The updated ESL identity is more than a look and feel. It’s a strategic tool that helps ESL to meet its most important objectives. Creating a place where ‘everybody can be somebody’ was our purpose and what drove our founding members since the beginning of ESL to present and highlight the inspiring story of the company,” said Rodrigo Samwell, CMO at ESL. “We want to build a place where every fan has a voice. Where the path from zero to hero is as short as possible and where opportunities are endless. Over the next several months, we’ll continue to update our products to reflect our new global brand strategy.”

In 2018, more than 240 million people experienced ESL’s leagues and tournaments, witnessing players becoming stars and achieving greatness. Starting with ESL One Genting in January, ESL hosted 10 mega events throughout the past year in eight countries. More than 12.000 tournaments and cups were played online on the grassroot platform ESL Play. ESL’s strong presence in 2018 Katowice events, 169,000 fans filled Spodek for a front row seat to two of the most prestigious competitions in all of esports over the course of two weekends. ESL will continue driving esports all over the world in 2019 starting next with its flagship tournaments at Katowice 2019 beginning later this month.

More details about the brand refresh and the new visual identity can be found at the new corporate site of ESL at Please follow ESL on Twitter and Facebook to stay up to date with the latest esports competitions.

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