Circles.Life Partners With ESL Australia To Connect With Millions of Gamers in 2022

The groundbreaking partnership will see the digital telco appear on all major ESL-owned gaming & esports IP in Australia.

Sydney, AustraliaFebruary 7, 2022. Today ESL Australia, local division of the world’s largest esports company, and Circles.Life, one of the fastest-growing digital telco companies in Asia-Pacific, announced a groundbreaking partnership that will see Circles.Life become the major Telco partner of ESL in Australia. Through the year, Circles.Life will feature in the largest esports leagues & events that ESL operates in Australia, including the ESL ANZ Champs, League of Legends Circuit Oceania (LCO), DreamHack Melbourne and multiple yet-to-be announced products.

Across ESL’s professional leagues, the ESL ANZ Champs (Australia & New Zealand’s largest Counter-Strike: Global Offensive competition), and the LCO (the premier League of Legends league in Oceania, operated by ESL and Guinevere Capital), Circles.Life will feature as a premium partner, with brand integration across broadcast and social media content. Circles will be supporting player focused content, enabling fans to get to better know the personalities and stories of players they watch every week. 

The partnership will also expand into the broader live streaming & gaming space, where ESL & Circles will support local content creators across the year. The partnership will look to create opportunities for fans to better connect with some of their favourite streamers, both online and at live events including DreamHack Melbourne. Additionally, at ESL’s live events in Australia, Circles.Life will be enabling fans to better engage with the event through immersive content. 

Gaming fans in the region can expect a number of exciting announcements later in the year as Circles.Life will be headlining new ESL products aimed at grass roots esports and the wider gaming community. Further details will be announced on @ESLAustralia social media.

“Across ESL products in 2022, our goal is to hero the communities that make up the gaming & esports ecosystem here in Australia & New Zealand – linking players to their fans, streamers to their viewers, and deepening that facet of engagement. Through this partnership, we’re able to take that to the next level and commit to a wide range of new integrations that will see Circles.Life championed in front of a massive audience.” Said Graeme Du Toit, Head of Sales  & Marketing at ESL Australia. “Circles.Life share this vision and want to empower everyone to feel a bit more like the main character in their own RPG. We’re very excited to work with them to make that happen.”

“We’re thrilled to be working with ESL and the wider gaming community. For us, this is about bringing a shared passion to life with content that adds value to the experience. We’re going to do what we do best – connect people. Whether that is through content featuring well known champions or by helping to discover up-and-coming stars in the making, we’re going to be there to make each event bigger and better than ever before” Emilie Chell, Head of Marketing, Growth and Experience at Circles.Life. 

Esports fans will have their first opportunity to see Circles.Life appear on the LCO broadcast, livestreamed via

Media Contact: 

Alex Blaikie, PR & Social Manager, ESL Australia

About ESL Gaming

ESL Gaming is the world’s largest esports and gaming lifestyle company. Since 1994, the company has been shaping the industry and leading esports and gaming innovation on a global scale across the most popular video games with numerous online and offline esports competitions, and through premier gaming lifestyle festivals. The company operates high-profile, branded international leagues and tournaments under the ESL Pro Tour, including ESL One, Intel® Extreme Masters, DreamHack Masters, ESL Pro League, and other preeminent, stadium-size tournaments. ESL Gaming also produces and hosts DreamHack Open tournaments, ESL National Championships, grassroots amateur cups, matchmaking systems, and DreamHack’s gaming lifestyle festivals — which feature everything gaming under one roof. ESL Gaming is part of MTG, the leading international digital entertainment group. More information is available at  

About Circles.Life

Circles.Life was born with a vision to revolutionise the telco industry by putting customers in the driver’s seat.

The Circles.Life has the highest rated mobile app of any telco in Australia. The digital telco offers no lock in contract with a 30 day satisfaction guarantee, BYO number options, price matching, and probably the best big data plan prices in Australia. They’re also powered by the Optus network, so chances are they have you covered. 

Circles.Life’s ambition is to offer a service that makes everyone feel special. Each customer deserves the best value, freedom, and endless amounts of data that they need to live life on their terms. So that’s what Circles.Life is doing. 100% satisfaction guaranteed.

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EFG owns a portfolio of brands in different categories. We are leading the industry with numerous online and offline competitions, digital platforms as well as gaming lifestyle festivals.