Beanstalk’s Tinderbox division to represent leading e-sports company, ESL

Tinderbox, the digital division of leading global brand extension agency Beanstalk, has been appointed to represent ESL, the world’s largest e-sports company, for licensing opportunities in North America and Europe.

Tinderbox will support ESL by developing a consumer products program that leverages the massive popularity of e-sports and further connects fans to one of the fastest growing spectator sports in the world. Tinderbox will actively pursue opportunities in the lifestyle and consumer electronics sectors, including apparel, fashion accessories, gift and novelty, consumer peripherals, audio and gaming accessories.

Founded in 2000, ESL has been a trailblazer in the hosting and broadcasting of some of the largest e-sports events in the multi-billion-dollar industry.  Flagship event series including the Intel Extreme Masters, ESL One and Pro League draw thousands of fans to stadiums all around the world and attract audiences of millions via streaming services such as Twitch, Facebook, and Twitter.

Dan Amos, Head of Tinderbox comments, “E-sports have officially emerged into the mainstream and ESL has led the way.  With exponential growth in attendance, viewership and prize pools, ESL has become the premiere hosting platform for developers and the most prestigious league for teams and players. Tinderbox is proud to join the e-sports revolution and we are excited to create a truly best-in-class consumer products program that further connects fans to the non-stop action that ESL provides.

We are thrilled to partner with Tinderbox to develop a retail licensing program for ESL. Our fans have shown a great appetite for our merchandise at events and we look forward to making products available to them 365 days a year,” said David Hiltscher, Vice President Shop, Merchandise & Licensing at ESL. “Tinderbox truly understands ESL’s standing at the unique intersection between media, sports, gaming, and entertainment. This, combined with their expertise in building major brand extension programs, provides us with an opportunity to allow fans to display their affinity for our brand, while also enhancing their gaming experiences through a variety of highly relevant, global product extensions.”

Dan Amos, head of Tinderbox, will be at Licensing Expo this week and is available for interview on the signing of ESL as Tinderbox’s newest client as well as the expanded relationship with Activision that includes Crash Bandicoot.

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