Danish esports organisation Astralis and American hardware brand Hewlett Packard (HP) have announced an expansion of their long-term partnership.
Focused on HP’s OMEN gaming brand, the partnership will see new activations for fans and new content created with Astralis’ esports rosters. Content situated in and around the organisation’s Astralis Nexus facility in Copenhagen is also planned.
Astralis and OMEN noted that the partnership extension will also include a deeper integration of semiconductor and graphics card brand AMD, a partner of OMEN.
The partnership is the longest-lasting deal for Astralis, with HP being one of the Danish organisation’s first sponsors. The two companies first signed a partnership five years ago. Astralis’ new deal has been extended by one year, with both parties noting that the extension is standard for OMEN commercial partnerships.
OMEN, HP’s gaming PC brand, is a partner of a number of esports teams and organisations. This includes the likes of T1 and Berlin International Gaming. The company has also worked with Belong Gaming Arenas and 100 Thieves.
Kasper Sindt, Commercial Director at Astralis, commented on the partnership: ” In Nexus, the OMEN/AMD VIP facilities will be the centre of a range of events, and the partnership will not only be visible throughout Astralis Nexus; we are also going to launch content and activation, focussing on giving the younger part of our audience new on- and off-line types of entertainment and community engagement.”
Some of Astrlais’ current commercial partners include BYBIT, Logitech, hummel, Secretlab, :Dribe and Aim Lab, among many others. Last last year, the organisation also diversified its offering outside of competitive esports by launching a new media company called Blackbox Media.