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Euronics links up as Official Partner of ESL

Dutch multinational electronics retail group Euronics has signed a new partnership with Germany’s ESL, the world’s largest esports event organiser.

Under the deal, Euronics will activate in-store across all markets. It will also have branding rights at esports events and venues and access to players for digital content.

As on Official Partner of ESL, Euronics will have branding at the ESL One tournament in Hamburg in October, and across national league events in key markets such as France, Germany, Italy and Spain.

Euronics is an international retail group made up of 26 brands in 35 countries, and the deal is its first group-wide partnership.

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John Olsen, managing director of Euronics International, said: “The popularity and flexibility of partnering with ESL in esports has provided the Euronics Group with an exciting opportunity to collaborate simultaneously across all our markets.

“This includes those carrying the Euronics logo as well as those with strong local brands such as Boulanger (France) and Teknosa (Turkey).”

Euronics retails products from across the telecoms, IT, consumer goods and home appliances sectors.

Launched in 1990 with five original members within the EU, Euronics is now the largest electronics retail group in Europe, the Middle East and North Africa. It is also active in parts of Eurasia.

In 2017, Euronics adopted a new brand strategy that made international sponsorship a central part of the group’s marketing efforts. The partnership with ESL is the first partnership signed under the new brand strategy.

The partnership was brokered by the London-based marketing and sponsorship consultancy PPO.