How the cult club is stirring up the e-sports scene

Berlin Where once there were safes and counters, there are now building materials, buckets and ladders. The former bank in the old town of Berlin’s outskirts of Spandau is being renovated – and soon a new business model will move into the building. The 1,200 square meters will be the home of the Eintracht Spandau e-sports club. The discipline in which Eintracht competes is not recognized as a sport in Germany, but it is tough competition: It is about team competitions in the computer game “League of Legends” – one of the most successful games in the world.

Only founded at the end of 2021, the Spandau project is now stirring up the entire industry. What makes the team unique: Eintracht not only wants to impress in terms of sport, but also tries to inspire fans and companies outside of the game with self-produced online videos. The club earns money by marketing its content. And now with numerous sponsorships – the reach attracted advertisers even before the game started.