Giulia Zecchini [#24]: How ESL FACEIT Group Help Brands to Activate within Gen-Z's Greatest Interest

On today’s episode, I’m joined by Giulia Zecchini, Commercial Partnerships Strategy Director at ESL FACEIT Group. 

Starting her career in data and analysis at Nielson, working first on FMCG brands such as Mars, before switching into sports, Giulia has retained a passion for transforming data into actionable, commercially focused insights.

This has shone through in her roles that have followed, at both Formula 1 and with ESL FACEIT Group, one of the leading companies in the worlds of both gaming and esports - where she works with global brands to help them to reach the sought-after Gen-Z and millennial gaming audience through exciting and cutting edge partnerships.

It’s not all about data though. Giulia is someone also with her finger firmly on the pulse of culture, something demonstrated through her presenting and hosting work for FIBA, sitting on the Equity Diversity & Inclusion committee at Basketball England, and through her co-founding of Sneaker Sisterhood, the largest female sneaker community in Europe.

We talk about the intersection of sport, gaming, music, fashion, and culture, as well as the need to balance data with emotion and feeling, in what is one of the widest ranging conversations that I’ve had to date on the podcast - a credit to Giulia’s breath of both expertise and interest.

Time Stamps

2:00 - Impact of COVID on Formula 1

4:00 - eSports vs. Gaming

13:00 - Athletes as Content Creators

18:00 - How DHL Authentically Activated in eSports

21:00 - Boosting Basketball's Popularity in the UK

29:00 - Founding Sneaker Sisterhood

32:00 - Exploring the Cultural Crossover of Sport and Streetwear

40:00 - The Opportunity for Digital Merchandise

45:00 - The Comic-Con of Gaming

Additional Links

Saudi-backed Savvy buys ESL and FACEIT for 'US$1.5bn'

DHL Case Study: Employer of Choice: Reaching and recruiting the unreachables with eSports

Connect with Giulia on LinkedIn - Here

Connect with Andy on LinkedIn - Here