Belong Gaming Arenas, a subsidiary of gaming and technology company Vindex, has partnered with meal replacement company CTRL.
As part of the deal, CTRL will supply all of Belong’s US-based facilities with its Meal-On-The-Go protein bars in an attempt to increase its retail footprint.
Moreover, CTRL will become presenting sponsor of upcoming competitive events across Belong’s US-based locations this autumn. All Belong monthly unlimited subscribers will also receive 10 free bars when they sign up or renew their membership.
Belong also recently unveiled its sixth US-based gaming centre in Philadelphia, and is expected to open additional facilities across the country in the coming months. The company additionally has a network of 25 locations in the UK.
CTRL is a growing brand in the field of meal replacements and food supplements. The brand was established by former Team Envy founder Skyler Johnson in 2018 and focuses on protein shakes and bars.
This is not the first esports-related collaboration for CTRL, as the company has teamed up with FaZe Clan in the past. In 2021 the brand’s products started being sold at more than 750 locations in the US.
Bradley Smith, Director of Merchandising & Partnerships at Belong Gaming Arenas, commented on the partnership: “Our customers come to Belong for an authentic gaming experience, and that shouldn’t be limited to the games they play and the equipment they use. These bars were developed by pro gamers who sought to address a real health concern in the gaming community.
“By bringing these products into our arenas and introducing current and future generations of gamers to healthier options, we can instil healthy habits, enhance wellness promotion, and, ultimately, change the narrative.”