Australian Esports League Adds Indomie As Partner

The Australian Esports League

The Australian Esports League continues to make steady inroads in competitive video gaming and has been completely changing the landscape both in Australia and the region. Its latest partnership is a testimony to the league continuous prowess to strike new and exciting partnerships

AEL and Indomie Take Esports on a University Level

Australian Esports League (AEL) has just partnered with noodle brand Indomie for the AEL University Cup. As part of the event, students will compete in multiple disciplines, including Dota 2, Rocket League, and Counter-Strike: Global Offensive. The finals are taking place from November 2 through November 4.

The addition of Indomie is the latest success story for AEL which has been quite adept at adding non-endemic partners despite its young age. As to Indomie itself, the brand is owned by a larger entity, Indofood Sukses Makmur Tbk. While the parent entity has not announced any immediate plans to embrace esports in full, the presence of Indomie in itself is a hint that this segment is worth exploring.

Choosing the AEL University Cup as the event to sponsor is also good marketing on the part of the company, as this competition involves students from across Australia who are competing in the aforementioned disciplines, allowing Indomie to reach out to them.

Meanwhile, the country has been torn on the nature of loot boxes. As esports have matured in Australia, so has new research emerge as to the nature of one of gaming’s most popular items.

Australian Esports League is Not Alone

The global accounting behemoth PwC has also found it worth investing in the league. The Australian branch of the company has invested in the event that promises to bring in 330 students divvied up between 55 teams from 26 universities. PwC is one of the companies worldwide which have produced data-driven reports on the future of esports, deeming it a segment that is poised to grow exponentially.

In the official release of the partnership that came earlier this month, PwC Talent Acquisition Leader Julie Duncan said,

We understand the possibilities esports opens up for developing skills in tech, leadership, problem solving, creativity and strategic thinking. Technology is changing the way we do business and we know attracting graduates with these skills is key to our future success and growth as a firm.”

Australia has long been a known name on the competitive video gaming scene. The country even supports the F1 newly-minted esports series, allowing gamers to sit behind the virtual wheel of a F1 car and represent actual brands and franchises from the real world motorsport competition.

While Australia has been slow to embrace esports on occasion, there has been significant expansion in terms of teams, grassroots organizations and partnerships.

The Gfinity Elite Series also returned for a second season, no small part of which was due to lobbying from esports organization in the country itself. Even if Australia has been a bit of a laggard in adopting esports in full, it has completely revisited its plan.

Grassroots organization are now making student tournaments a reality, and the Australian Esports League (AEL) has a big say in how this is said and done.


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