Danish esports organisation Astralis Group has entered a commercial partnership deal with Nordic electronics retail chain POWER.
The agreement takes effect immediately and will remain active until December 2022.
According to the release, the agreement aims to ‘bring the organization’s teams and brand even closer to the consumers and fans in the Nordics’.
Jakob Lund Kristensen, Founder and CRO of Astralis, spoke on the partnership in a release: “This is an important move in our strategy to become an even larger part of the everyday life of the fans by having a physical presence. It also gives us the opportunity to present ourselves to the literally millions of gamers in the Nordics through the exposure and activation in POWER’s stores across the region.
“It is a significant agreement for us on several levels, and we look forward, together with POWER, over the coming months to roll out the partnership. In Astralis, we aim to champion the positives of esports and gaming, and after opening our first gaming and entertainment centre, Astralis Nexus, in the heart of Copenhagen, this agreement will enable us to be an even larger part of the vast gaming and esports community.“
All POWER stores reportedly feature gaming departments outfitted with computers, gaming equipment and gaming chairs.
The electronics chain is present in several Nordic countries, namely Finland, Norway, Sweden, and Denmark.
Simon Frolich, Sales Manager, POWER Denmark, commented: “Needless to say, this is a very big deal for us. Everybody in this region who have ever heard of esports know[s] the Astralis name and with this agreement, we will not only work with one of the world’s most renowned organizations, we will also be able to introduce separate Astralis universes in our stores.
“We have very big expectations to what this partnership can do for us, the thousands of fans and gamers in general who will get exclusive access to the teams, unique Astralis branded products and other activities.”
“Already now we’re the main sponsor of the national Counter-Strike league, the POWER League, and we want to support the scene and talent development best possible,” added Frolich. “With this agreement, we will take fan engagement to another level and become an even larger part of the gaming community.”
Esports Insider says: This marks yet another addition to Astralis’s ever-growing roster of local partners meant to promote the organisation to an even larger audience among Nordic countries. For POWER, partnering with Astralis will surely help elevate its efforts of supporting the local esports scene.