Astralis Group to operate Juventus’ esports efforts

Italian football club Juventus has entered an agreement with Astralis Group that sees the Danish parent company operate its esports initiatives.

Juventus was just announced as one of four additions to the eFootball League ahead of its second season.

Astralis Group Juventus
Photo credit: Astralis Group

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Giorgio Ricci, Chief Revenue Officer of Juventus discussed the club’s involvement in a release: “The entry into the world of eSports, favoured by the partnership with Konami not only gives us the opportunity to turn to a new and vast audience, but it is also a testimony of how Juventus is attentive to the evolution of the forms of entertainment and the interests of the public. The club has always been ready to accept new challenges and today we are pleased to undertake this adventure, proud of having once again given concrete application to our philosophy of: Live Ahead.”

This is not the first instance of the Danish parent company working within sport simulation games. In August, Astralis Group launched Future FC. While its other brands Astralis and Origen compete in Counter Strike: Global Offensive and League of Legends respectively ,Future FC solely focuses on FIFA.

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Anders Hørsholt, Co-CEO of Astralis Group commented on the agreement: “Astralis Group is a pioneer in esports and our approach to performance optimization on all levels has influenced the entire industry. We already demonstrated our ability to create long term results, and it’s a natural development of our business to enter collaborations like this. We’re very pleased to be a part of Juventus’ esports initiative“ 

Along with competing in the second season of the eFootball League, Juventus will also be competing in eSerie A TIM, the first PES league for Italian football clubs.

Esports Insider says: It’s no surprise to see Juventus enter the esports space through Pro Evolution Soccer after EA Sports ended its partnership with the club in June. The club is in the safe hands of Astralis Group, which is solely dedicated to esports, so this partnership certainly has the potential to be fruitful for both parties heading into 2020.