ESL and DHL Extend Partnership, Focuses on Dota 2 Talent Development

  • Esports tournament operator ESL and DHL extend their partnership, which began in 2018.
  • As well as a sponsor and logistics partner for ESL One events, DHL will support the ESL Academy for new Dota 2 players, and a new “DHL Bootcamp.”
  • DHL’s remains focused on esports fans as e-commerce consumers, and to promote itself as a relevant employer for generations X and Y. 

DHL will remain a sponsor and the logistics partner for all of ESL One esports events for 2020. As well as being responsible for the transport of stage equipment, gaming chairs, and monitors, among other items, DHL will continue to support ESL’s talent development programs for Dota 2 players, which includes the “ESL Academy – delivered by DHL,” and a new bootcamp program. Financial terms were not disclosed.

Beginning in 2018, DHL’s sponsorship of ESL One events gives it brand visibility in both Dota 2 and Counter-Strike: Global Offensive competitions. The announcement stated that esports has helped DHL reach a young target audience in a way that is difficult through traditional marketing channels.

“As digital natives, esports fans naturally have a strong affinity for e-commerce, and for us as a logistics operator, e-commerce is a mainstay of our business. However, they are attractive to us not only as customers, but also as potential employees,” said Arjan Sissing, head of brand marketing at Deutsche Post DHL Group.

At the ESL One Dota 2 Major in Los Angeles, former professional players-turned coaches will select academy talent (who qualified online) for the first 2020 season. Those competitors will be put into teams for the DHL Bootcamp, to be run as part of ESL One tournaments. 

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