DHL did not detail how much it paid for the deal or its length, but Sissing said the company looks for “trustful longevity” in its sponsorships.

Around 380 million people around the world will watch esports in 2018, figures from research company Newzoo show, and it is worth $130 billion a year, according to Mirabaud Securities analyst Neil Campling.

Esports’ global audience is 68 percent male, but that isn’t the reason DHL chose it. “I would absolutely promote an even stronger growth of the female part of the audience. So, we do not do it for targeting males. We do it for the sake of size, for the sake of global coverage,” Sissing told CNBC.

“The same is true for more classic (sporting) things at the large scale. When we look at rugby, for example, when you look at soccer, when you look at Formula One, predominantly also the audience there are male.”

Sissing said that the company is keen to find mass audiences that include more women.

“If there is another possibility or platform, which has a global coverage, which has an impact as (much as) esport currently has, which has a female bias, we are super happy to look into that. Give me one,” he said.