With ESL’s 25th anniversary on the horizon in 2025, ESL FACEIT Group 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. 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.
Fabio Tambosi, Senior Vice President of Marketing, ESL FACEIT Group
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 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. 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.
Marta Swannie, Creative Partner at Design Bridge and Partners
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.
