Esports tournament organiser and production company BLAST has unveiled its Away from Keyboard health-focused initiative.
For the campaign, BLAST has partnered with global healthcare company Novo Nordisk to promote a healthy and balanced lifestyle for the gaming community.
The Away from Keyboard campaign will launch at the BLAST.tv Paris Major, the final Major tournament for Counter-Strike: Global Offensive. It will include a number of in-person activations in addition to a documentary series that sees a number of esports personalities share their journeys to achieving more balanced lifestyles. The first episode will highlight the journey of Jacob ‘Pimp’ Winneche.
For Novo Nordisk, the deal marks the healthcare company’s first foray into the esports industry.
A focus on health and wellbeing in esports continues to capture the attention of tournament organisers and organisations. In October 2022, North American organisation Ghost Gaming partnered with healthcare provider Piedmont.
The BLAST Paris Major sees 24 teams competing for a share of $1.25m (~£998.825) in prize money before the circuit moves to Counter-Strike 2 (CS2). The first Major for CS2 will take place in March 2024 with tournament organiser PGL taking up hosting duties.
For BLAST, the deal marks another addition to its expanding partnership portfolio. In May alone, it secured deals with French automotive brand Alpine and cinema chain Cineworld.
Robbie Douek, CEO of BLAST, spoke on the initiative: “Maintaining a balanced and healthy lifestyle is such an important part of competing as an esports professional, as well as for the wider gaming community.
“We are delighted to be teaming up with Novo Nordisk for this exciting new initiative. Away From Keyboard (AFK) will look to promote the understanding that excellence in performance as well as physical and mental wellbeing.”