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got2b and SPORTFIVE embark on the next level with esports

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The trend styling brand becomes the official partner of the EU Masters and opts for digital interaction with the gaming and esports community

After the successful entry into the gaming cosmos last year, got2b is now expanding its activities and enters professional esports for the first time: The trend styling brand will become the official partner of the EU Masters, the biggest League of Legends competition on the European Continent, next to the LEC.

The global sports business agency, SPORTFIVE, which recently expanded its consulting know-how through the acquisition of the esports agency build a rocket (BLRK), has again developed a campaign for the Henkel brand, got2b. Within the scope of this cooperation, SPORTFIVE and BLRK are responsible for the mediation, consulting, conception, activation and implementation of the partnership, as well as the related interactive Twitch campaign.

After a market analysis and consultation, SPORTFIVE already developed a gaming campaign in 2020 for the Henkel hairstyling brand, got2b: #got2ChangeTheGame. During the course of the analysis, it was determined that a high affinity exists between the got2b target group and the subject of gaming. The main aim of the partnership with the EU Masters is therefore still to approach and interact with the gaming community. In doing so, got2b is leaving its comfort zone in the beauty and lifestyle area and is addressing another relevant target group. The partnership and the campaign are focussing on the DACH region and further expanding #got2ChangeTheGame as a campaign.

As integral part of the campaign, got2b is collaborating with five relevant and individual gaming influencers and thereby creating digital live moments on the Twitch streaming platform, which are intended to motivate the community of influencers to have interactions. The focus is on a creative mixture of live streams, hairstyling and quiz elements that significantly integrate got2b into the gaming world. Furthermore, authentic product placements are planned, which cater to the gaming target group and give the community the opportunity to try out new styles that underscore their personality.

In line with the campaign, SPORTFIVE/BLRK have also created a dedicated landing page: www.got2bgaming.de celebrates its launch today and creates further attractive touchpoints for got2b fans from the gaming scene via a major raffle. Awareness, Purchase, Consideration: The goal of the cooperation between got2b and the EU Masters is to achieve interaction and engagement among fans and followers and to sustainably address an important new target group.

Rik Strubel, CMO Henkel Beauty Care, explains: “got2b is a rebel for bold, load communication and innovative products in our Henkel Beauty Care portfolio. Last year, in collaboration with SPORTFIVE, we were able to position got2b very successfully in the gaming community. In order to further expand our involvement in the area of esports, we are now going a step further: As a partner of the European Masters and in collaboration with streamers and gamers, we will succeed in inspiring the community with interactive and entertaining content. In doing so, we will showcase that everyone should style and express themselves just as they want and we clearly embrace diversity and self-expression.”

Karsten Bentlage, Managing Director with SPORTFIVE Germany Consulting, adds: “This intensified partnership not only impressively demonstrates the added value that the gaming and esports world offers Henkel and got2b as a communication platform, but also the power and know-how that build a rocket and SPORTFIVE collectively bring to the table. This cooperation will be authentically and creatively filled with life and new approaches in the digital world!”

Alexander Albrecht, Managing Director of build a rocket, says: “It makes us proud to take this partnership to the next level! After a successful start, Henkel is now taking the next step with got2b and becomes a strong esports partner. We are delighted to once again be able to create, implement and accompany the entire campaign in all its facets with our expertise and in close cooperation with SPORTFIVE.”

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ASUS and BLAST Premier Extend Partnership Ahead of 2026 Global Tour

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International competitive entertainment firm BLAST has today revealed a continuation of their collaboration with ASUS, a prominent global technology leader. After a successful collaboration in 2025, ASUS will be the Official Partner for Monitors, PCs, Laptops, Keyboards, and Mice for the entire 2026 season of BLAST Premier, a worldwide Counter-Strike 2 tournament series.

This collaboration will cover six events, three continents, and five nations throughout 2026, commencing this week in Malta for BLAST Premier Bounty S1. The occurrences are as detailed:

  • BLAST Bounty S1 – Malta: 13th January – 25th January.
  • BLAST Open S1 – Rotterdam, Netherlands: 18th March – 29th March
  • BLAST Rivals S1 – Fort Worth, Texas, USA: 29th April – 3rd May
  • BLAST Bounty S2 – Malta: 21st July – 2nd August
  • BLAST Open S2 – Europe: 26th August – 6th September
  • BLAST Rivals S2 – Hong Kong: 11th November – 15th November

Under the agreement, ASUS will supply its top-tier monitors, PCs, laptops, keyboards, and mice for use in broadcasting during all Premier events in 2026.

The ROG Strix XG248QSG Ace will remain in use on stage after successful implementation during the last three events in 2025. The display includes a 24.1-inch FHD Super TN panel boasting a 610Hz refresh rate and Extreme Low Motion Blur 2 (ELMB 2) technology for sharp motion clarity. It guarantees almost no latency with 0.8ms input delay.

The BLAST Premier Esports Station ‘Powered by ASUS’ is crafted for optimal tournament performance. These computers are equipped with the ROG Strix GeForce RTX™ 5090 graphics card, ROG Crosshair X870E Hero motherboard, and the AMD Ryzen™ 7 9800X3D CPU.

Kevin Nguyen, Director of Partnerships at BLAST, said: “2025 was an incredibly successful first BLAST Premier season in this new era of Counter-Strike and we’re proud to be going into 2026 re-signing with an industry leader in ASUS. ASUS products not only elevated our competition standards, but also created unique experiences for attending fans at our events. We’re excited to be expanding our partnership with ASUS in 2026 as BLAST Premier wows fans around the world and in new locations such as Rotterdam in March and Fort Worth in May.”

“For two decades, ROG’s mission has been to innovate products that offer exceptional experiences. As we celebrate our 20th anniversary, we’re bringing that legacy to the competitive scene like never before,” said Kris Huang, General Manager of the ASUS Gaming & Workspace Gear business unit. “With this partnership, we’ve built a seamless ecosystem between our ultrafast displays and precision gear. It’s all designed so that gamers can achieve their true potential together in play. This is For Those Who Dare to demand perfection and we are here to deliver it.”

The season commences with BLAST Premier Bounty and continues through to BLAST Premier Rivals, which concludes the season in Hong Kong, with ASUS completely integrated into BLAST broadcasts for maximum brand visibility. This encompasses the physical positioning of ASUS monitors, PCs, laptops, and their range of keyboards and mice. ASUS will be incorporated into both digital and physical branding, in-broadcast ads, and customized branded content shown on air.

Moreover, ASUS is provided with its own broadcast segment that emphasizes highlight replays, featuring exclusive camera angles that display ASUS technology in action. ASUS will engage directly with fans, setting up branded booths at every Premier Arena event, beginning in Rotterdam, which is BLAST’s inaugural event in the Netherlands.

BLAST performed surveys with participants in 2025 to gauge the impact of the BLAST x ASUS collaboration, revealing that over a third of fans in attendance already utilize ASUS products, and 76% of fans who interacted engaged with ASUS products post-event. This is a brand that individuals in the CS community admire and utilize, highlighting the brand’s significance within BLAST and the impact of direct advertising at esports events.

ROG items will likewise bear the labels:

  • “Official Monitor of BLAST Premier”
  • “Official PC of BLAST Premier”
  • “Official Laptop of BLAST Premier”
  • “Official Mouse & Keyboard of BLAST Premier”

The post ASUS and BLAST Premier Extend Partnership Ahead of 2026 Global Tour appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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Arjun Erigaisi

Chess Set to Make Its Debut at Esports Nations Cup 2026

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The Esports World Cup Foundation (EWCF) has revealed Chess as the newest addition to the 16 games that national teams and players will contest in the first Esports Nations Cup 2026 (ENC), scheduled to take place in Riyadh, Saudi Arabia, from November 2 to 29, 2026. Chess at ENC 2026 will feature an unmatched number of participants, enabling emerging talents and lesser-represented nations to compete on a prominent platform as the historically important game evolves into a larger esport.

Here’s all you should be aware of regarding Chess at ENC 2026:

SCHEDULE AND FORMAT

● The Chess tournament at ENC will begin on November 2, 2026, and will conclude with the playoff final on November 8, 2026.

● The opening portion of the tournament will consist of 128 players competing in a round-robin group stage, featuring 16 groups of eight players.

● The top four players from each group will advance to the next stage.

● The second stage will consist of 64 players competing in a single-elimination playoff bracket.

● All group stage matches will be best-of-two. All Round of 64 and 32 matches will be best-of-two, while the quarterfinals and beyond will be best-of-four.

● Armageddon games will be used as tie-breakers.

● The event will be played in a Rapid 10+0 time control format.

RANKING SYSTEM AND QUALIFIER INFO

● 128 players representing their respective nation will compete in the Chess event at ENC 2026:

○ 64 players from 64 nations will be directly invited based on the official Champions Chess Tour (CCT) rankings

○ 56 players will qualify through regional qualifiers

○ 8 players will come from Wildcard slots

● The Esports Nations Cup will determine its direct invites via the official CCT rankings, limited to one player per nation. The Titled Tuesday Spring Split will be used as an additional tie-breaker should there not be 64 unique nations featured in the CCT rankings. The cut-off date for determining direct invites to ENC 2026 is May 26, 2026.

● Chess will feature two regional qualifiers in each region, taking place on June 6-7 and June 13-14. Each Qualifier will consist of two stages; a Swiss stage and a double-elimination stage, with four players from each qualifier making it to ENC, giving a total of eight players per region. Qualifiers will be operated by Chess.com, and hosted in each of the following regions:

○ North America (8 slots)

○ South America (8)

○ Africa (8)

○ Western Europe (8)

○ Eastern Europe (8)

○ Middle East + India + Central Asia (8)

○ East Asia + Southeast Asia + Oceania (8)

● Every nation can have up to two representatives at the event. Should a nation have a player directly invited through the rankings, only one more player from that nation can make it through the regional qualifier. Nations without a direct invite can still have two players qualify online.

CHESS AT THE ESPORTS WORLD CUP

Chess captured attention during its Esports World Cup debut in 2025, confirming the emergence of a new digital age for the oldest and most cherished games globally. Enthusiasts of esports and chess had never witnessed an event like this previously and remained enthralled as the thrilling action unfolded. The most successful competitors and top figures faced off in the playoffs, as the sport’s leading star Magnus Carlsen (Norway) secured the first Chess at EWC title for Team Liquid.

A total of 20 countries participated in the Chess main event and Last Chance Qualifier in Riyadh during EWC 2025.

“Playing for Gen.G at the Esports World Cup was a great experience for me. The energy there was amazing and unlike any chess tournament I’ve played before. It’s really exciting to see chess becoming part of the esports world and reaching so many new people. I’m looking forward to the Esports Nation Cup and can’t wait to start competing again.” said Arjun Erigaisi, who is currently India’s number 1 ranked chess player.

Sagar Shah, co-founder and CEO at ChessBase India said, “I am very excited that the Esports Nations Cup is happening for the first time this year! In 2024 when the Chess Olympiad happened, it was such an exciting time for Indian chess. I am sure there will be a similar level of excitement in the Indian community for the Esports Nations Cup as well since they will be rooting for the nation and our top Indian players! I am really looking forward to it.”

Grandmaster and prominent chess commentator, Tania Sachdev commented, “After the incredible success of chess at the Esports World Cup, bringing it into a nation based format adds a powerful layer. Playing for your flag brings pride, pressure, and passion and that’s what makes fans invest so deeply. Having been part of the Esports World Cup broadcast and experiencing its impact ring side I’m very excited to see this next chapter as the game cements its place as a perfect fit in the world of esports.”

The post Chess Set to Make Its Debut at Esports Nations Cup 2026 appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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Yalla Group Announces Strategic Partnership with Saudi Esports Federation

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Yalla Group Limited, the largest Middle East and North Africa (MENA)-based online social networking and gaming company, has announced a strategic partnership with the Saudi Esports Federation (SEF) to drive the continued expansion of Saudi Arabia’s national esports ecosystem, broaden opportunities for local talent and promote greater inclusivity in competitive gaming. The partnership represents a key element of Yalla’s strategy to deepen engagement in Saudi Arabia, one of the region’s most important growth markets.

Supporting the aims of Vision 2030 and the National Gaming and Esports Strategy, SEF and Yalla Group signed two Memoranda of Understanding (MoUs) to further develop esports within the Kingdom and establish new pathways for aspiring talent to develop key skills and experience.

Under the partnership agreements, Yalla has been appointed Official Event Partner of the Saudi eLeague (SEL) 2026, the Kingdom’s premier national esports competition. Support for the Women’s Saudi eLeague will be a key focus of the partnership, aligning with Yalla’s dedication to promote inclusion, community development and broader participation in digital entertainment. By cultivating female talent and establishing structured pathways for women’s participation in competitive esports, Yalla aims to contribute to the growth and vitality of Saudi Arabia’s gaming sector.

In addition, Yalla will launch a talent development programme in collaboration with the SEF’s Saudi Esports Academy, designed to foster local esports talent through training, mentorship and competitive experience. The initiative aims to strengthen foundational talent pipelines and improve the long-term competitiveness of Saudi Arabia’s esports ecosystem.

Saifi Ismail, President of Yalla Group, said: “This partnership marks an important step in our engagement with Saudi Arabia’s esports sector. By supporting both national competitions and talent development, we are proud to contribute to the sustainable growth of the Kingdom’s gaming ecosystem.”

“Partnering with a MENA leader like Yalla Group brings valuable regional expertise to the Saudi eLeague. This collaboration is crucial for amplifying the league’s prestige and ensuring it delivers a world-class experience for players and fans,” said Ibrahim Alsheddi, Chief Shared Services Officer at the Saudi Esports Federation.

The post Yalla Group Announces Strategic Partnership with Saudi Esports Federation appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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