European esports organisation Astralis has signed a two-year deal with Danish chewing gum brand Stimorol.
The partnership covers Astralis’ Counter-Strike teams, including its main and academy rosters. As a result, Stimorol’s logo will be present on both teams’ jerseys.
In addition, the chewing gum brand will take part in an activation at Astralis Nexus, the organisation’s gaming facility in Copenhagen. Exact details of the activation have not been revealed.
According to the release, the agreement will feature ‘digital and physical experiences’, alongside content created in collaboration with activation agency Dentsu X.
Both entities have announced that the partnership will be centred around the ‘Dare to shoot for the stars’ slogan.
Kasper Sindt, Commercial Director of Astralis, commented: “It is a valuable agreement for Astralis, and together with Stimorol and Dentsu X, we look forward to presenting the new initiatives and activation across the teams and in Astralis Nexus.
“Hopefully the partnership will be noticed digitally and physically by not only Astralis fans, but gamers in general as it’s about so much more than the logo exposure on a jersey.”
This is not the first prominent partnership that Stimorol has secured within the esports sector. In 2020, the gum brand sponsored BLAST Premier’s Fall Final.
This year, Astralis has secured agreements with the likes of matchmaking platform Esportal and telecommunications company 3. Moreover, the organisation acquired a majority stake in production house and broadcaster PIXEL.TV.
Regarding the new partnership, Dorthe Ballegaard, Stimorol’s Nordic Marketing Lead, added: “We are incredibly proud to announce a new and comprehensive partnership with Astralis. Astralis is one of the most significant esports organisations and we see a huge potential in the collaboration and the story we can help to lift together.”
Esports Insider says: Given that both brands are of Danish origins, it’s a surprise that this deal did not occur earlier. Nevertheless, this partnership should bolster both brands within the region due to the content and branding placement. It’ll be interesting to see what activation’s Stimorol has in place with Astralis, especially given Sindt’s comments that the deal is much more than just logo exposure.