ESL Australia partners with Circles.Life

Tournament operator ESL Gaming announces a partnership with digital telecommunications company Circles.Life for its regional events and related competitions. As part of the deal, the company will be represented at ESL ANZ Champs, League of Legends Circuit Oceania (LCO), DreamHack Melbourne and other yet-to-be-announced projects. At the same time, Circles.Life will become the official partner of ESL events in Australia.

The companies will reportedly support local streamers and content creators. At the same time, Circles.Life will become the main partner for new ESL products targeting the mainstream Australian esports community.

Graeme Du Toit, ESL Australia Head of Sales & Marketing: "In ESL products in 2022, our goal is to connect the communities that make up the gaming and esports ecosystem here in Australia and New Zealand - to connect players with their fans, streamers with their viewers and deepen that aspect of engagement. Through this partnership, we can take that to the next level and commit ourselves to a wide range of new integrations."

Circles.Life is a telecom operator based in Singapore that entered the Australian market in 2019. The company has never previously partnered with esports operators or organizations.

Emily Chell, Head of Marketing at Circles.Life: "We're thrilled to be working with ESL and the wider gaming community. For us, that means bringing a shared passion to life with content that adds value to the experience. We're going to do what we have what we do best is to connect people. We will be there to make every event bigger and better than ever before."

A brand integration showcasing Circles.Life will take place at all ESL events in Australia. In addition, separate content will be created for broadcasting and social networks. This content is expected to be centered around well-known esports and gaming personalities in the region.