What is ESL doing better than ETF2L that will encourage people to play ESL? (I get that you're not going to schedule stuff at the same time as them, but people aren't going to play cups and officials left, right and center.)
When ETF2L runs a cup, due to it being on an established platform and run by people that know the scene, they're pretty good at ensuring that, for the most part, people are in the division that they should be in. The anti cheat team is very good and they don't require you to run the game through a client, which may still be plug and play but its still a mandatory program that people have to download that they wouldn't have to elsewhere.
The only thing I see that you're offering is the chance for more cups and expansion in the future, which other orgs have offered before, but they also ran their cups with money. It still didn't take off because the cups were such a mess to play in for different skill levels and the only teams that would compete were the ones likely to win anything.
Also, ETF2L don't restrict people from playing from any country, provided they use EU servers and play with EU times unless their opponent agrees otherwise.