RUSG FC25 & ZenniT League of Legends Partnership
Stand out and tell the story of a « small » brand who dares and challenges the big players, while delivering high level services in a digitally native way.
Start of partnership between Hey! And the Union Saint Gilloise around the Europa League campaign of the club with an extension to the Union Saint Gilloise digital alter ego, the Union Saint Gilloise esports section (link with young adults / highly connected / “looking for the best quality at the best price” audiences.
Sponsoring esports athletes, who need a perfect and performant internet connection in order to compete at the highest level, was a real statement regarding the quality of the service provided.
After a first successful year, Hey! Telecom extended its esports implication with a partnership with ZenniT League Of Legends team (the idea of supporting a bold and daring structure, whose competitive results proved that things could be done differently to achieve success).
The objectives of this partnership between Hey! Telecom and Azerion Esports (representing the RUSG Esports and ZenniT structures) were simple :
position, popularize and establish the brand as a legitimate telco provider in the eyes of a digital native audience.
The goal was to avoid appearing as a “simple sponsor”, investing in esports just to surf on the hype for the phenomenon, without real interest in it.
Building the brand a legitimacy in the esports scene was key, so we based the plan on natural and organic exposure as well as integrated activations, to fully implicate the brand in the competitive results and the rise of our esports teams.
This case is a best practice, as it tells the story of a brand whose marketing objectives fully align with the choices being made in terms of sponsorship & activations : from the games chosen to the competitive results obtained, from the content developed
to the “natural” sponsor exposure, everything aligned in creating a presence for Hey! Telecom as a singular actor in the Benelux Esports scene.
Results:
