Russian esports organisation Virtus.pro has announced a partnership with regional online grocery delivery service SberMarket and METRO.
As a result of the deal, SberMarket and METRO’s brands will be integrated into the organisation’s social media channel. This includes logo placement, prerolls, raffles and posts.
Throughout the collaboration, Virtus.pro players are expected to be integrated into the delivery service’s promotional videos.
Sergey Glamazda, General manager of Virtus.pro, commented: “The transition to remote operation has given a rapid increase in the digitisation of retail and FMCG. Now, thanks to the work of SberMarket and METRO services, it is possible to order groceries that will be at your home that day or the next day in a matter of seconds.
“We are sure that our cooperation will help METRO and the SberMarket service to get closer to the esports industry and gain new loyal customers among our audience.”
SberMarket and METRO join the likes of cryptocurrency platform Bybit, hardware manufacturer Kingston FURY and cough drop brand Halls, among others, as partners of the esports organisation.
Earlier this year, Virtus.pro appointed former pro basketball player Ivan ‘Lazar’ Lazarev as its Sports Director.
Margarita Makzhanova, Head of branding METRO, added: “The esports audience is not only characterised by rapid growth, but also by the emotional involvement of fans. This is confirmed by a huge number of views of Virtus.pro matches as well as by high activity in the club’s social media.
“That’s why we make our first step into the world of esports together with Virtus.pro. We are sure that we will have fruitful cooperation!”
Esports Insider says: Whilst it’s important to secure global partnerships, teaming up with regional brands also has a variety of benefits. The implementation of Virtus.Pro players in promotional videos should provide the organisation with more exposure. Moreover, SberMarket and METRO will gain opportunities to appeal to a younger demographic.