Astralis extends and expands HP commercial partnership

Danish esports organisation Astralis has extended its commercial partnership with technology company HP.

As a result of the new partnership, HP will expand its presence into Astralis’ Counter-Strike and League of Legends teams, its multi-purpose Flagship Store, as well as yet to be announced locations and facilities.

Photo credit: Astralis / HP

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According to the release, Trivoli’s Flagship Store will be equipped with OMEN by HP computers. In total, the store is expected to be fitted with over 130 gaming stations, a stage, and VIP rooms. 

Jakob Lund Kristensen, CRO and Co-founder of Astralis and Astralis Group, commented: “The fact that we extend the partnership with HP again and expand the agreement significantly is a testimony to the commitment from both sides and of our common view around the massive potential in what we do.  

“We highly value HP as a partner and as a supplier of uncompromising high-quality hardware for all our teams and for our coming Flagship Stores. The agreement is extremely valuable by itself, and the addition of our two other teams and all facilities strengthens our possibilities as a team owner and as a company.”

Astralis has also cited that ‘more traditional commercial partnership’ activations, such as providing exposure to HP’s OMEN brand, will also be included in the agreement.

RELATED: Astralis to open flagship store at Tivoli Gardens

The deal has been renewed for 12 months and is the third time both entities have extended the partnership. As per the release, year-long extensions are standard for HP commercial partnership contracts. 

Rasmus Fredholm Samsøe, HP’s Marketing Manager, added: “We are extremely proud to extend and expand the partnership with Astralis Group. Both companies are front runners in their fields, and together we will continue to push the limits and to promote and support the positives of gaming. 

“At HP, we seek to go beyond what is currently possible through innovation and by constantly developing new products and ecosystem in the vast line of OMEN gaming equipment and support systems via OMEN Gaming Hub.”

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Esports Insider says: HP continues to expand its OMEN brand through Astralis, this time integrating with the organisation’s Trivoli Flagship Store. The renewal will certainly be a boost to the esports organisation, particularly after its ‘satisfactory’ 2020 financial report.

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