Ninjas in Pyjamas and Aser Ventures launch Shinobi Esports

21 October 2021


Swedish esports organisation Ninjas in Pyjamas and investment platform Aser Ventures have announced the launch of a joint venture called Shinobi Sports.

The new venture will offer a suite of management, studio, and media services to sports teams looking to explore esports.

Image credit: NiP / Aser Ventures

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According to the release, the company will also aim to help partners define and execute esports strategies. Services will include everything from launching esports teams to gaming strategy and management.

The idea for this project started in late 2020 when Ninjas in Pyjamas partnered with English Premier League club Leeds United to help create its esports strategy. NIP’s FIFA player Olle ‘Ollelito’ Arbin successfully represented Leeds all the way to the final of the ePremier League last season. The success of this cooperation reportedly paved the way for Shinobi Sports.

As part of the cooperation, Danny Menken, the Group Chief Business Development Officer for Aser Ventures, will take on a role as CEO of Shinobi Sports.

Regarding the announcement, Menken stated: “Aser Ventures has deep expertise in media rights, production and content distribution. Ninjas in Pyjamas has a 20-year track record of leading the way in esports. By bringing these capabilities together, Shinobi Sports will offer a compelling proposition to clubs looking to capitalise on the opportunities now associated with esports.”

Shinobi Sports will also help teams manage and maximise commercial and fan engagement opportunities associated with esports. 

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Hicham Chahine, CEO at NIP and Shinobi Sports Co-Founder, added: “We first connected with Aser Ventures last year, and our discussions led to an extremely successful collaboration with Leeds United. We were impressed with Aser Ventures´ track record, experience and vision in the sports industry, and soon developed a desire to expand our collaboration.

“We know there is a lot of potential to introduce esports as an attractive extension to sports clubs, and believe that Shinobi Sports are ideally placed to support this process.”

Esports Insider says: As an accomplished esports organisation with a lot of experience in setting up esports projects, NIP certainly knows how to set up a brand. Combine that with its recent experience with Leeds United, and a very interesting project has started to emerge. Both traditional sports athletes and clubs are looking at esports as another avenue, whether that is commercially or through fan engagement. As such, creating a company that can make that transition between both sectors smoother is a shrewd move. 

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