ESL Gaming has inked a new exclusive partnership with the world-leading betting operator 1xBet. They will become the first-ever exclusive global betting partner of the ESL Pro Tour CS:GO and ESL One Summer and Winter Dota 2.
This partnership is set to run for the entirety of 2021 and will end after IEM Katowice 2022. According to their press release on the partnership, 1xBet and ESL will collaborate together to “enhance the overall experience for esports players and fans”.
They have planned brand placements across ESL Pro Tour and ESL One properties as well as a series of branded activations across their year-long partnership. Planned innovations will include bringing special custom segments such as data-driven player impact cards, match predictions, and custom maps throughout the year in both CS:GO and Dota 2 broadcasts.
— ESL (@ESL) March 9, 2021
Comments from the organisations
Jasmin Haasbach, Director Global Brand Partnerships at ESL wrote in their press release:
“We are delighted to have teamed up with 1xBet for the first time in what is a truly global partnership. Here at ESL, experiences are at the heart of what we do and we have no doubt this landmark partnership with one of the global leading sportsbooks will improve the ESL Pro Tour CS:GO experiences for players and fans around the world.”
A spokesperson for 1xBet, Alex Sommers, also added:
“There is no better way to start 2021 than to further build on the successful launch of our already extensive esports offering. We are very happy to have secured this exclusive landmark partnership with the global category leader in the space. The ESL Pro Tour circuit is the ultimate professional CS:GO competition, and we’re thrilled to become the first-ever global betting partner here. There is no doubt our partnership with ESL will allow us to expand our esports footprint within the global esports community.”
Esports at 1xBet
1xBet replaces Curacao-based esports bookmaker GG.Bet who had entered into a similar partnership with ESL Gaming in 2020. This is not the first time that 1xBEt has made inroads into the world of esports partnerships. In 2020 they became a sponsor of the Ukrainian organisation Natus Vincere.
They have also been named the Esports Operator of the Year at the SBC Awards for 2020. SBC also awarded the operator in two other categories. They were awarded the title of Highly Commended in “Marketing Campaign of the Year” and “Sponsorship of the Year”. They are one of the world’s most popular online bookmakers and it looks like they made the most of the pandemic to invest in non-traditional sporting events.
ESL Gaming is one of the biggest names in esports tournaments and it is obvious that they would want to partner with another big name in the world of online betting. There are not many concrete details at this point about the activations, but it is certain that you will hear more from them in the coming days and months. Esports bettors beware, this could be a very tempting campaign, especially if you are a fan of CS:GO or DOTA 2.