Danish organisation North has announced a global partnership with Curaçao-based sports and esports betting provider Pinnacle.
Pinnacle will act as a jersey sponsor and collaborate with North on content throughout the 18-month duration of the deal.
Jonas Gundersen, CCO at North commented on the deal in an announcement: “Partnering up with Pinnacle really is underlining the journey we are on with North. It feels great that we are able to continue the next phase of the journey together with such a well-respected and household name that shares our ambition of narrating the esports story as it develops. Our passion for gaming is very strong, and Pinnacle really understands our aim of expanding even further.”
Pinnacle appears to have replaced another esports bookmaker, GG.BET, as a new major partner and jersey sponsor of North. The partnership with GG.BET was established at the top of 2018, making it North’s principle title sponsor at the time.
Marco Blume, Trading Director at Pinnacle added: “This is a massive deal for us. We have waited so long for a team partnership because we wanted to make sure we signed with an organisation that matched our ambition and desire to take esports to the next level. North certainly ticked all the boxes and we’re really excited to start working together to enhance the experience for esports fans around the world.”
North is also partnered with SteelSeries, Capgemini, and Shark Gaming. It was founded by both football club F.C. København and media company Nordisk Film, and competes in Counter-Strike: Global Offensive.
Esports Insider says: It’s clear that North is going in a different direction with its sponsors, replacing both GG.BET and adidas. Pinnacle is doing a good job at building a presence in esports beyond the markets it provides!