Michał Blicharz, Vice President of Product Development at ESL FACEIT Group (EFG), has shed light on the reasoning behind the decision to relocate the Intel Extreme Masters (IEM) from Katowice to Krakow from 2026 onwards.

In an interview with Polish outlet XYZ, Blicharz addressed the strategic motives behind the move, the long-standing legacy of IEM in Katowice, and the broader economic impact such an event brings to its host city.

Blicharz acknowledged the emotional weight of the change for fans, describing IEM Katowice and the iconic Spodek arena as a “cult combination.” However, he emphasised that this is not the first time the tournament has changed locations. “Few people remember, but this is our second move. In 2007 we started in Hanover… and in 2013, the city of Katowice reached out to us, offering Spodek,” he recalled.

Since then, ESL has experienced substantial growth, with demand for live attendance outpacing the venue’s capacity. “Even Spodek is too small for us… Tickets are sold out faster and faster every year – recently it was a dozen or so minutes. That’s why we’re scaling up,” Blicharz said, noting that Krakow’s Tauron Arena, which is approximately twice the size of Spodek, was chosen in part to accommodate this increasing interest.

The decision was not made lightly. Blicharz confirmed that cities both within and outside Poland had shown interest in hosting IEM. “Such temptations were made basically every year. Also because cities see the benefits of hosting such an event.” He referred to a 2019 study that estimated the economic impact of IEM on Katowice at €12 million (~$14 million), a figure that underscores the tournament’s significance beyond esports alone.

While business considerations were a central factor, proximity also played a role. “We wanted to stay in the region. Krakow is close to Katowice, where we have a regional EFG office and our own studio. We also got a good offer from the city,” Blicharz explained, adding that ESL is aiming for long-term cooperation with Krakow and does not intend to relocate the event annually.

In terms of the event’s identity, ESL plans to retain much of what fans have come to expect from IEM. Blicharz stated that traditions developed over the years in Katowice, such as the symbolic staircase with team names, will be preserved in Krakow. “The location will be new, but it is still supposed to be the same IEM,” he noted.

The growth of IEM is reflected not only in venue size but also in prize pools and global viewership. What began with a $50,000 prize pool in Katowice has grown to over $1.2 million per title. The 2024 IEM final reached a peak viewership of 1.3 million globally, with over 30 million hours of content watched, according to Blicharz.

This surge in visibility has attracted sponsors far beyond the tech sector. “At that time [2009], only companies from the computer industry were interested in esports… Today we have a lot of interest from other companies: DHL, Mercedes, Monster Energy,” he said. Custom brand activations, such as a DHL video in the style of The Office featuring IEM talent, have exemplified the creative potential of such partnerships. Blicharz also pointed to growing interest from sectors including automotive, insurance, and food.

As IEM prepares to debut in Krakow from 2026, fans and industry observers alike will be watching closely to see how the event evolves in its new setting.