⁃ DHL entered Esports in 2018
⁃ The courier invested to grow long-term brand awareness among Esports’ Gen Z and millennial audience
⁃ A close collaboration with ESL (Electronic Sports League) was key to the brand’s fan-focused activation and success

DHL Esports Sponsorship Launch with Electronic Sports League

In May 2018, DHL added to their tried and tested sports sponsorship strategy to experiment in a new type of sports entertainment: Esports. The move quickly paid off. As Shipping and Logistics Partner of the prestigious ESL One tournament, the global courier has received widespread recognition for the partnership, with Forbes labelling it the ‘the most memorable Esports sponsorship ever’. Esports fans have echoed this praise, with arena-wide chants of ‘DHL’ serving as a prominent presence at ESL One Birmingham over the past two years.

As an increasing number of non-endemic brands consider investment in Esports, SportQuake recently spoke with Karthik Ramulu, Head of Sponsorship at DHL Express UK, to hear more about the brand’s long-term commitment to the sport, their fan-focused activation and the key ingredients for Esports sponsorship success.

SportQuake: A growing trend we’re seeing is non-endemic brands (including DHL, Mercedes-Benz & Visa) investing in Esports. What were the main factors that prompted DHL to invest?

Karthik Ramulu: We already had a large portfolio of rights in traditional sports and wanted something a bit different. The data around the average Esports fan showed that they typically earn around double the average wage by the time they’re 30 and so have more disposable income. They’re also arguably even more fanatical than the average sports fan. Esports presented an exciting opportunity to lock into this passion and connect with a demographic of fan who are notoriously difficult to engage. Not only would we build awareness in an area we didn’t previously have it but, with the data in mind, we’re confident that it will bring long-term results.

SportQuake: The Esports ecosystem is complex and constantly evolving. What specific factors made you decide to partner with ESL?

Karthik Ramulu: We knew we couldn’t use the same playbook as other sponsorships and knew we had to find a partner who had an expert understanding of the Esports fanbase. ESL knew their audience better than anyone and were able to advise on what would work best. For example, we sent gamers at an ESL competition a DHL branded letter from Jake “SirActionSlacks” Kanner (an Esports personality and DHL ambassador) in which he was effing and blinding. We could never do that with our Leicester City partnership, but it worked with ESL.

SportQuake: One distinct factor that sets DHL’s activation with ESL One apart – and has helped you achieve success – is the understanding you have of what will resonate with your Esports audience. How important was this understanding in order for you to activate successfully?

Karthik Ramulu: In short, very important. One thing I think some brands get wrong in Esports is that they partner with an Esports rights holder, then activate in the same way they would a traditional sports sponsorship like football. For DHL, the fan response served to shape our activation. For example, when we were giving out merchandise at events, people would rock up in their own DHL uniform or in a costume made from DHL boxes, so it was an easy one for us to think whether we could introduce a DHL cosplay. It’s fan-led and also about working with ESL to create something that fans will engage with.

SportQuake: As your first Esports partnership, what were some of the biggest successes you had?

Karthik Ramulu: The onsite activation was huge, especially fans in the arena chanting ‘DHL’, because it helped people watching at home clock on to the atmosphere at the event and DHL’s role in it. The online content we produced with SirActionSlacks and the Effibot grew out of that. There was a snowball effect, with the event activation really accelerating what we were able to do digitally.

SportQuake: Likewise, what were some of your biggest learnings?

Karthik Ramulu: Firstly, don’t put gamers and Esports fans in the same category. It also took us some time to understand where fan allegiances lie, with many tied to a title or player, rather than a team. Another point would be realising that live Esports events aren’t just about gaming. At ESL One in Birmingham there were events throughout the weekend, with gaming in between. It was more like a weekend festival – the best way I could describe it would be Glastonbury for gamers.

SportQuake: As Esports is such an emerging (and constantly developing) area, one common question brands have is how you measure the ROI of a sponsorship. How have DHL seen/measured ROI?

Karthik Ramulu: It’s always a tricky one and I think it goes back to what I said earlier: we’re playing the long-game. The main goal now is to create an affinity with DHL within the Esports fan community and build that long-term connection, which I think we’re doing. As our first splash in Esports, we wanted to make a big impression and the fan response shows we’ve done that.

SportQuake: Finally, Esports is growing quickly and becoming an increasingly valuable platform for brands. Based on your experiences, is there any advice you would give to brands who are thinking of engaging in an Esports sponsorship?

Karthik Ramulu: Firstly, I’d say that it’s important to understand the ecosystem and how Esports differs from normal sports. After a brand makes a big initial commitment, it’s important to keep being ambitious and not revert back to what you know. So unless you’re a gamer and really understand Esports yourself, make sure you take the time to evaluate why you’re investing in Esports and what you’re trying to achieve, before considering who will be the best rights holder to help you do it.

This interview was part of SportQuake’s original CMO Insights series, hearing expert views and opinions on sports sponsorship from the industry’s leading figures. To find out more about Esportquake, SportQuake’s dedicated Esports sponsorship agency, and how it can help your brand join the Esports phenomenon, click here.