Euronics and ESL have announced a new official partnership on the occasion of the Hamburg ESL, scheduled from 25 to 27 October

Euronics, a company founded in 1990 with 26 retail members in 35 countries, is one of the companies that has paid most attention to the world of video games.

The brand has also formed its own export organization called Euronics Gaming, which stars in numerous 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 export teams joined ESL and the German Games Industry Association (BUI) to form the Export Bund Deutschland (ESBD), designed to bridge the gap between BUI game developers and the competitive scene.

The Euronic partnership with ESL also includes the sponsorship of National Leagues in key markets, including France, Germany, Italy and Spain.

The retail group based in Germany will present the brand in all its stores.

ESL has yet to announce which teams will be invited to compete in Hamburg this fall, so it is not clear if there will be a potential conflict of interest.

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