German esports organisation SK Gaming has partnered with hotel chain NH Hotel Group of Central Europe.
The hotel chain will become SK Gaming’s official hotel partner. The organisation’s players and content creators will also be able to stay in any of the chain’s hotels when they travel for bootcamps, tournaments or media appearances in Central Europe.
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According to NH Hotels, the partnership will help the hotel chain bolster its growth in the esports sector and become one of the main players in the relatively new field of esports hospitality. This is NH Hotel’s first esports partnership and the chain owns more than 350 hotels worldwide.
Alexander T. Müller, CEO of SK Gaming, commented: “We are excited to welcome NH Hotel Group to our group of partners we can rely on. Here at SK Gaming we always aim to provide the best all-around experience to our players and that, of course, includes their accommodation when travelling, something we needed an expert to take care of.”
Partnerships between esports brands and hotels are not something that is read about often, however, these deals are not an unknown. Copenhagen Flames, a Danish esports organisation, has partnered with BC Hospitality to provide the organisation with bootcamp facilities and accommodation.
Alexander Dürr, Senior Director of Operations for NH Hotel Group, added: “During the pandemic the hotel industry has learned to reinvent itself over and over again, while adapting to different needs. Esports is extremely dynamic and requires us to rethink our usual services even more. Our products should adapt towards the players to create an unique experience.”
Esports Insider says: SK Gaming has a hotel partner, which is a very smart decision considering that esports players do tend to travel a lot and often need accommodation. This will also portray the NH Group as an esports-friendly hotel chain and perhaps attract the attention of more teams and organisations.