Activating a global sponsorship to millions
Sponsorship Activation
Challenge
How does a trusted, international network of independent electrical retailers reposition its brand to connect with a younger, digitally-native audience?
Euronics, a global powerhouse representing over 25 regional retail brands, faced a critical moment. With evolving consumer behaviours and a shifting retail landscape, they needed to modernise their brand perception and open the door to a new generation of customers.
Euronics had secured a major sponsorship with ESL, the world’s leading esports organisation, marking a bold step into a fast-growing, youth-driven space. But signing the deal was just the start.
To make this partnership count, Euronics needed more than just visibility. They needed a full omnichannel strategy, one that activated the sponsorship across digital, retail, content, and experiential channels, and translated global esports energy into local retail relevance.
From aligning 25+ independent brands under one unified campaign message, to delivering seamless activations that spoke authentically to a gaming-savvy audience, this was a complex, high-stakes brand repositioning challenge.
They turned to us, not just because of our motorsport and global partnership expertise, but because we know how to deliver big brand moves with impact.
Key Metric
- 1847% ROI on the partnership fee, turning sponsorship into a serious growth driver
- Over €2.1 million in earned media value in Q1 alone, a 425% ROI on media exposure
- 289.3 million live video views and more than 65 million hours watched, with an average viewer staying for 46 minutes
Solution
This is exactly the kind of challenge we thrive on.
With deep expertise in partnership strategy and activation, and a passion for shaping bold, cross-sector collaborations, we brought together a multidisciplinary team led by Carrie, our specialist in sponsorship activation.
From day one, our focus was clear: build a connected, omnichannel activation plan that delivered genuine value to Euronics and resonated with ESL’s audience. That meant everything from creative ideation and influencer engagement to live event execution, social amplification, and retail integration across a diverse brand network.
But we didn’t stop at delivery. We built in measurement frameworks to track impact, prove ROI, and continually optimise performance, ensuring the sponsorship didn’t just look good, but worked hard.
This wasn’t just a campaign. It was a strategic repositioning and we were ready to get started from the moment the ink dried.
Execution
Activating a sponsorship of this scale across multiple markets, brand voices, and consumer touchpoints demanded more than just big ideas. It required precision planning, seamless coordination, and expert execution.
We delivered end-to-end management across every phase of the campaign:
- Strategic marketing planning for both the global brand and individual regional markets
- A robust account management framework to ensure alignment and efficiency
- Concept development and content creation tailored to gaming audiences
- A comprehensive market toolkit to empower local teams with plug-and-play assets
- Full contract and asset rights management to maximise value and compliance
- Campaign rollout and creative production
- Design and development of all campaign assets
- On-the-ground and online event coordination across territories
- Guest hosting and VIP logistics
- Post-campaign evaluation and performance analysis
ESL Pro League Season 12 marked the third consecutive pan-European esports activation for Euronics and its most successful to date.
Running for 34 days, PL S12 became the most-watched online CS:GO tournament in history. The campaign delivered extensive broadcast exposure, powerful brand alignment, and a clear ROI for Euronics and its member brands demonstrating just how effective a well-executed partnership can be.
Results
When strategy, creativity, and flawless execution align results follow. In this case, they were exceptional.
Euronics’ partnership with ESL Pro League Season 12 didn’t just make noise it delivered measurable business impact across markets, channels, and audiences.
Here’s what success looked like:
- 1847% ROI on the partnership fee, turning sponsorship into a serious growth driver
- Over €2.1 million in earned media value in Q1 alone, a 425% ROI on media exposure
- 289.3 million live video views and more than 65 million hours watched, with an average viewer staying for 46 minutes
- 11+ million social impressions and 3.9 million+ engagements, driving reach and relevance
- 118 digital campaigns and 21 in-store activations, bringing the esports energy to real-world retail
- 25 out of 26 member brands activated a near-complete network-wide rollout
- This wasn’t just about brand visibility, it was about full-funnel impact. From digital engagement to in-store footfall, the ESL partnership proved that esports can be a powerful, integrated platform for business growth.