Orange, a major telecommunications provider, aimed to
Concept & touchpoints :
Orange took part in the creation of the first-ever professional women’s esports team in the Benelux, not just as a sponsor, but as a founding and naming partner.
The brand is deeply integrated into every aspect of the team, from its name (ZenniT Orange Game Changers) to its jersey design (which features a single orange iris flower, symbolizing Orange’s unique and meaningful support).
The goal is to build a narrative around Orange’s partnership, positioning the brand as a true champion of the local esports scene, and reinforcing its commitment to inclusion and representation in a scene dominated by male figures.
Format & Delivery
An exclusive video launch and team reveal, immediately followed by the team’s entry on the competitive scene (in both women and mixed leagues)
An organic presence on social media, with continuous visibility across the team’s platforms, including Twitch and X (Twitter), ensuring engagement with the gaming community.
Press & Media exposure, with natural brand visibility through naming, logo placement on jersey, integration with team & competitive content
This case stands out as a best practice, showcasing how a brand can embody its core values through a strategic marketing initiative.
Orange successfully translated some of its pillars (local impact, societal commitment) into a powerful asset, while aligning with corporate values and showing its relevancy to a key audience (gamers, esports fans, 15–35 years old, young women).
This initiative has already had a significant impact on a niche audience. With esports popularity rise and competitive results coming, Orange’s brand consideration is set to reach new heights.
This bold, historic commitment reflects not only support for a team but a broader stand for inclusion, innovation, and community: “it’s not just a team, it’s a movement.”
