Throughout EFG and DHL’s seven-year relationship, the duo has continued to push the boundaries for how non-endemic brands can establish themselves amongst gaming and esports fans – who represent 90% of Gen Z and 94% of Gen Alpha. EFG’s international portfolio of esports tournaments, digital platforms, and gaming lifestyle festivals reaches about 40% of the global esports audience, but finding avenues for DHL to maximize engagement with young consumers and generate new employee recruitment opportunities required a sharp, fan-centric strategy. With these objectives in mind, both EFG and DHL created Cargo, a custom mascot that blends DHL’s identity with gaming and esports culture. Cargo, who has shown up at world championships and in games like EFG’s Prop Hunt Playfest, has built authentic consumer connections for DHL and turned a logistics brand into one of the most fun parts of the onsite experience for fans at major tournaments – from robot fist-bumps to show-stopping giveaway deliveries. By design, Cargo represents a blend of DHL’s brand identity and esports fandom. With his 7.5-foot tall frame, DHL-yellow paintjob, and his sci-fi abilities to bend space and time, Cargo is a commanding presence at gaming and esports events. His debut came at the Brawl Stars Championship Last Chance Qualifier at Gamescom 2024, where he reached over 172,000 peak viewers on stream and was accessible to the conference’s over 335,000 attendees. Since then, Cargo has made appearances in promotional materials and at live events, such as the 2024 Call of Duty: Mobile World Championship. There, he shook hands with fans, took selfies with cosplayers, and gave away DHL-branded merchandise to tens of thousands of fans onsite. In a landscape where partnerships are dominated by logo slaps and half-hearted activations, EFG and DHL’s collaboration around Cargo captures how to build fan-first experiences that become not just part of gaming culture, but an integral piece of how players celebrate their favorite titles.