ESL celebrates its 25th anniversary with a rebranding that reinforces its esports legacy

In commemoration of its 25th anniversary and after signing an important agreement with the Esports World Cup, ESL has announced a rebranding with the aim of reconnecting with its origins and reinforcing its identity in the esports industry.

Founded in Germany in 2000 under the name Electronic Sports League, ESL has established itself as one of the leading organizations in the field of e-sports.. After merge with the FACEIT platform, following the acquisition of both companies by the Savvy Games Group in 2022.The company has continued to expand its influence, managing video game leagues for prominent publishers such as Activision Blizzard and Riot Games. ESL has been a key player in the transformation of the gaming industry.moving away from the traditional model of leagues operated by the publishers themselves and moving towards a system managed by external providers.

ESL’s rebranding, announced at Intel Extreme Masters Cologne 2024, is the first since 2019. On this occasion, the company has retained its green and yellow color palette.but has introduced a new typeface inspired by traditional stone carvings and has incorporated images of marble statues based on three-dimensional scans of audience members captured at ESL events over the past six months. Under the “Live Legendary” tagline.ESL seeks to elevate the status of the fans to the same level as the players, highlighting the importance of the community that forms the core of esports.

This rebranding coincides with the announcement of a multi-year agreement to operate the Esports World Cup, one of the most significant commercial partnerships for ESL in recent years. While this coincidence has been fortunate, the primary goal of the rebrand is to celebrate ESL’s quarter century, highlighting its legacy in the industry and reaffirming its commitment to players and fans.

Maintaining elements of its previous identity while adopting a more historical and classic aesthetic, ESL seeks not only to renew its image, but also to highlight its long history and consistency in its message and management since 2019. This evolution reflects its mission to continue to lead and grow in the esports space, while responding to the demands and expectations of both players and fans.

In a context where Saudi Arabia’s investment in the esports industry has generated both interest and controversy, ESL has emphasized that its operations are independent of the Public Investment Fund, and that the majority of its management team has remained intact since the acquisition in 2022. The rebranding, focusing on ESL’s rich history in e-sports, reinforces this message of continuity and strength.