In 2020 Telia set out to become Finland’s leading force in eSports. Our task was to help create the country’s first official eLiiga, where every SM Liiga team built its own pro gaming squad and competed for the national championship. The platform was EA Sports NHL 2021. The vision was to bring the intensity of real hockey into a digital arena.

We created the marketing concept, and it’s identity. Finland’s pioneers in LAN culture and competitive gaming, partnered with us to organize and produce the broadcast concept based on Telia eSports visuality. The result was a new chapter in Finnish eSports — one that united fans, teams and culture on and off the ice.