NRG bolsters commercial opportunities with AFK partnership

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Image credit: AFK / NRG

North American esports organisation NRG has announced a large-scale partnership with talent management and marketing agency AFK.

The deal will see AFK help NRG procure brand marketing and sponsorship opportunities, as well as help with the overall growth of NRG’s brand. The two brands also announced the first sponsorship under the deal: a pro-am Rocket League tournament in collaboration with Repeat.gg.

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AFK is a well-known esports and gaming agency that operates through its three arms – AFK Creators, AFK Digital and AFK Pros. Founded in 2019, the agency offers marketing, representation, partnership and other services to digital creators, players and esports brands. AFK has worked with the likes of FaZe Clan, Fnatic and KOI in the past.

The partnership with NRG will see AFK continue to broker deals between NRG and potential partners, develop and execute brand marketing campaigns, and manage sponsorships and endorsements.

The two parties have also announced the first partnership brokered as a part of the deal. Esports tournament platform Repeat.gg has been brought on board, and the company will work with NRG and AFK on an upcoming pro-am Rocket League tournament, called the Carry Tax Invitational.

The trio will also work on other activations to help drive sign-ups to the Repeat.gg platform, which will host the mentioned Rocket League tournament.

According to a release, the partnership will also see AFK tap into its network of recognisable brands, which includes the likes of Coca-Cola, Mastercard and Tommy Hilfiger, to create a marketing channel which NRG can utilise.

The agency will additionally use its work with different esports stakeholders, such as tournament organisers and esports organisations like NRG, to assist its clientele that wishes to reach esports communities.

Andy Miller, CEO and Founder of NRG, commented on the deal: “We’re excited to be working with an agency like AFK. As NRG continues to grow as one of the largest gaming and esports entertainment companies in the world, AFK’s global reach and extensive industry network will provide invaluable support in expanding our brand visibility and opportunities.” 

Ivan Šimić
Ivan comes from Croatia, loves weird simulator games, and is terrible at playing anything else. Spent 5 years writing about tech and esports in Croatia, and is now doing it here.