After Erste Group Bank AG's loud debut as international finals partner of LEC - the highest European League of Legends league - in 2020, the group aimed to establish itself as a permanent part of the esports scene in its second year.

The best way to win the hearts of the community: humour! Under the brand claim #beliveinyourself, our activation made use of an insight that is as of yet unknown in the mainstream: whilst many "experts" up to the International Olympic Committee (who are clearly opposed) are discussing the question "Is esports a real sport?", esports fans themselves don't care about this discussion. They have always believed in their passion, long before mainstream organisations and media even discovered esports and gaming.