Tinderbox, the digital division of Beanstalk, has signed on to represent ESL, the world’s largest eSports company, for licensing opportunities in North America and Europe.

Tinderbox, the digital division of Beanstalk, has signed on to represent ESL, the world’s largest eSports company, for licensing opportunities in North America and Europe.

Moving forward, Tinderbox will support ESL by developing a consumer products program that leverages the popularity of eSports and that further connects fans to one of the fastest growing spectator sports in the world. The agency will actively pursue opportunities in categories including apparel, fashion accessories, gifts and novelty, consumer peripherals, audio and gaming accessories.

“eSports have officially emerged into the mainstream and ESL has led the way,” says Dan Amos, head, Tinderbox. “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 eSports 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.”

Founded in 2000, ESL has hosted and broadcasted some of the largest eSports events within the multi-billion-dollar industry. Flagship event series including the Intel Extreme Masters, ESL One and Pro League, which draw thousands of fans to stadiums all around the world.

“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,” says David Hiltscher, vice president, shop, merchandise and licensing, 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.”