Eintracht Spandau – Launch Campaign
The esports world is futuristic, sleek, tough, with lots of glitz and glam. In all leagues, through all teams, with all players. And then we came along – and changed everything. We founded Eintracht Spandau together with our partners at Jung von Matt NERD – and it succeeded: A new brand that immediately won the hearts of fans and, with its creation, gave the entire scene a boost that was long overdue.
Our Vision
Our vision was to create an entertainment product that is economically independent of achievements within the league, that creates extra value through content and thus plays a pioneering role for a sustainable business in the industry. Eintracht Spandau is the St. Pauli of esports. A club brand with (supposed) tradition and history – brought to life through content formats and activations for a gaming-savvy target audience.
The Idea
At the heart of the club and its content is a personality that receives real credibility and prestige within the target group: Eintracht’s president, President Knabe – embodied by Germany’s biggest variety gaming YouTuber Maximilian Knabe aka Hänno aka HandOfBlood. The content formats revolve around his personality and fit into the cosmos of Eintracht Spandau, flanked by an illustrious, ever-growing cast.
The Result
With the team’s launch, interest in the German ERL as a whole has grown rapidly. Viewership of the Strauss Prime League and the number of subscribers to the Prime League channel have risen impressively. In the first three months since launch, the YouTube channel has recorded a subscriber count of 106,000 – making it not only the most popular YouTube channel of teams in the Strauss Prime League, but also outdoing a large number of team channels from the European LEC.
We simultaneously built Germany‘s most impressive esports sponsorship lineup within a matter of months, including brands such as Uber Eats, Sparkasse, Logitech, Pringles, AMD, Techniker Krankenkasse, Dr Pepper, and more. And while ensuring commercial sustainability has been the top priority in its founding year, Eintracht Spandau is already becoming involved in promoting a more sustainable role of esports within the German society.
