- International retail group Euronics has joined ESL as a sponsor of ESL One Hamburg and several National Leagues.
- Activations will include branding inside Euronics’ electronics retail stores, as well as in and around the venue.
- Euronics Gaming has a Dota 2 team but it is not clear whether it will be invited to ESL Hamburg.
ESL 
announced that international retail group Euronics will be an official sponsor of ESL Hamburg, set to take place Oct. 25-27. Other sponsors include Intel , Mercedes-Benz, Vodafone, DHL, ASUS Republic of Gamers (ROG), Game Fuel, and paysafecard.
Euronic’s partnership with ESL also includes sponsorship of National Leagues in key markets including France, Germany, Italy, and Spain. The Germany-based retail group will feature branding in all its stores, as well as in and around the Barclaycard Arena where ESL Hamburg will take place.
“For us, providing ‘a human touch in a digital world’ is our guiding principle in everything we do both instore and online,” said John Olsen, managing director of Euronics International in a statement. “With direct access to an extremely engaged audience across multiple channels, we identified great synergies with ESL. We both have a passion for creating meaningful and unforgettable experiences for our customers and fans.”
Related Article: ESL and paysafecard Extend Partnership through 2019
Euronics was founded in 1990 and includes 26 retail members across 35 countries. The company rebranded in 2017 and placed a higher emphasis on video games. Soon after, it formed its own esports organization called Euronics Gaming that competes/has competed in a number of titles including League of Legends (LoL), Counter-Strike: Global Offensive , Starcraft II , Rainbow Six: Siege, Dota 2 , Overwatch , and Apex Legends.
In November 2017, Euronics Gaming and 19 other esports teams joined together with ESL and the German Games Industry Association (BUI) to form the Esport Bund Deutschland (ESBD), designed to bridge the gap between BUI game developers and the competitive scene.
ESL has yet to announce which teams will be invited to compete in Hamburg this fall, so it is unclear whether there will be a potential conflict of interest.
