The ESL partnership offers DHL a unique opportunity to build a relationship with a young, digitally savvy audience, but we needed a way to humanize our brand. So we placed our innovative warehouse robot, EffiBOT, at the heart of our ESL storytelling, turning him into an esports legend at live events and on the internet. Fans fell in love with EffiBOT through his smartphone app, Facebook Messenger chat bot, live event blog, influencer videos and meeting him in real-life at ESL One events. This love has transferred to DHL too, and in extraordinary scenes, fans now chant “D-H-L” at tournaments. Forbes magazine called our partnership with ESL “The Most Memorable Esports Sponsorship Ever.”
