Tinderbox, a company that works with digital brands to help devise consumer products, has partnered with ESL for licensing in both North America and Europe.Tinderbox is a digital division of Beanstalk, a global brand extension agency. It currently works with Xbox, Halo, Forza Motorsport, and other clients in the games industry.Dan Amos, Head of New Media at Tinderbox discussed the new partnership: “Esports have officially emerged into the mainstream and ESL has led the way. With exponential growth in attendance, viewership and prize pools, ESL has become the premiere hosting platform for developers and the most prestigious league for teams and players. Tinderbox is proud to join the esports revolution and we are excited to create a truly best-in-class consumer products program that further connects fans to the non-stop action that ESL provides.”Tinderbox will provide it services to ESL in the form of a consumer products program, allowing the company to better utilise ‘the massive popularity of esports’. This will involve looking into opportunities in sectors such as lifestyle and consumer electronics, including apparel, consumer peripherals, novelty gifts, and audio, as well as other avenues.David Hiltscher, Vice President Shop, Merchandise & Licensing at ESL also had his say: “We are thrilled to partner with Tinderbox to develop a retail licensing program for ESL. Our fans have shown a great appetite for our merchandise at events and we look forward to making products available to them 365 days a year. Tinderbox truly understands ESL’s standing at the unique intersection between media, sports, gaming, and entertainment. This, combined with their expertise in building major brand extension programs, provides us with an opportunity to allow fans to display their affinity for our brand, while also enhancing their gaming experiences through a variety of highly relevant, global product extensions.”Esports Insider says: ESL is known globally, so we’re sure there are some licensing and consumer opportunities that have yet to be uncovered. Tinderbox’s experience in the gaming industry will no doubt help it when working this client in particular, so we look forward to seeing some of the results of this partnership.