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"DHL has established itself as a defining brand in the esports sector. Thanks to our partnership with EFG, we have built a close bond with gaming and esports fans - and thus with a young audience with a great affinity for technology and e-commerce, especially in Generations Z and Alpha," said Arjan Sissing, Head of Group Brand Marketing at DHL Group. "In this target group, DHL not only enriches the fan experience with its commitment, but also positions itself as a progressive company and an attractive employer. The great positive feedback shows that we communicate in a language that resonates with them."

Number of esports fans worldwide is growing

The global esports fanbase is expected to hit more than 640 million people in the coming year, and EFG events offer the chance to reach fans across the breadth of gaming culture who are not engaged with traditional marketing channels. Counter-Strike 2 and Dota 2 events have become some of the most-watched tournaments in esports, with both games remaining among the most-played titles daily on PC. The mobile gaming sector is also witnessing a surge, exemplified by the Snapdragon Pro Series, which has expanded its player base to more than 4.3 million competitors since its April 2022 launch. In addition, the number of visitors coming to the DreamHack festivals has since its launch continued to rise at a rapid pace, with DreamHack Dallas reaching a record-breaking 55,000 attendees in June 2024.