German retail and tourism company REWE Group has become a shareholder of esports organisation SK Gaming.
As a result, REWE joins SK Gaming’s ownership group, which includes Deutsche Telekom, Mercedes-Benz and 1.FC Köln. Financial details of the deal were not announced.
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SK Gaming first partnered with REWE in 2021, with the esports organisation producing a number of content pieces alongside the retailer. According to the announcement, REWE is consolidating its cooperation with SK Gaming and ‘intensifying its involvement in esports’ due to the investment.
Lionel Souque, CEO of REWE Group, commented: “We are very proud to deepen and further expand our cooperation with SK Gaming with this participation in one of the most internationally successful and well-known brands in esports. Esports is growing very dynamically both nationally and internationally and will continue to gain in attractiveness, especially among young people, in the coming years.
“Esports, therefore, has great growth potential. Both partners contribute their respective expertise and know-how and thus strengthen the German esports and gaming movement.”
Earlier this year, SK Gaming teamed up with energy drink company Beyond NRG. Some of the organisation’s other partners include insurance company ARAG, Western Digital and Motorola, among others.
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RELATED: SK Gaming agrees Beyond NRG partnership
Alexander Müller, SK Gaming’s CEO, added: “We are incredibly fortunate to have REWE Group join our ownership group.
“As a company and brand, SK Gaming will benefit immensely from their collective expertise, network and know-how and further contribute to the growth of esports in its entirety.”
Esports Insider says: The partnership with REWE must’ve been a very successful one, considering it has led to REWE becoming a partial owner of SK Gaming. SK Gaming has a very impressive ownership structure and it’ll be interesting to see how the retailer bolsters the organisation’s operations.