Real Madrid star Gareth Bale launched a new brand

Together with 38 Entertainment, Gareth Bale launched a new esports brand to connect with the younger audience: Ellevens Esports.

Strategy x Concept x Production


Gareth Bale launched a new esports organisation called Ellevens Esports. To mark the occasion, the Welsh international brought his entire esports team to Madrid, where they created content that was used in the months after the launch. As one of the first fan activations related to the positioning #TimeToPlay, the Real Madrid star invited gamers from around the world to participate in a talent hunt that could lead to a professional contract.

The Ellevens team took the esports world by storm: they finished as runners-up in their first ever FIFA eClub World Cup. A great start to what looks like being a remarkable journey!


The launch of the team reached more than 6 million people in many different countries. There was live broadcasting on BBC Sports, as well as coverage through the personal social media channels of Gareth Bale and 433.