Danish esports organisation Astralis has secured a three-year partnership with electronics retail company Elgiganten.
As a result of the deal, Astralis and Elgiganten will launch a number of initiatives that aim to benefit Danish and Nordic fans and gamers. This includes planned activations, events and meet and greets with Astralis’ Counter-strike rosters.
According to a release, the activations will take place at Astalis Nexus, the organisation’s headquarters, as well as across select Elgiganten warehouses. The partnership also sees Elgiganten’s logo placed on Astralis’ Counter-Strike team jerseys.
No exact details surrounding the activations have been revealed, however, Niclas Nybjerg, Sales Director at Astralis, said that initiatives will roll out “over the coming months”.
This isn’t the first time that Elgiganten has entered into the esports scene. In fact, the company was a prominent partner of fellow Danish esports organisation Copenhagen Flames prior to the organisation filing for bankruptcy earlier this year. In the past, the electronics company has also partnered with DreamHack.
Astralis is currently going through a major transition as a company with the esports organisation’s shareholders voting to delist from the NASDAQ First North Growth Market Denmark earlier this month. As a result, the company is in the process of delisting from the stock exchange, becoming a private company for the first time since December 2019.
Elgiganten joins the Danish organisation’s commercial portfolio, which includes the likes of cryptocurrency exchange Bybit, Logitech G, hummel, Omen by HP and Secretlab.
Casper Mortensen, Associate Sales Manager of Gaming Activities and Computing at Elgiganten, commented on the partnership: “Elgiganten is always present at the biggest gaming events in Denmark and the Nordics. It is therefore obvious for us to collaborate with Astralis, the leading Nordic esports organisation. At the same time, our partnership serves as a tribute to the growing esports community in the Nordics.
“Through the collaboration, we can give back to the many dedicated fans and gamers who have strengthened this unique culture year after year. Of course, I am delighted to be able to offer our customers lots of exciting activations, offers and meetings with Astralis’ Counter-Strike team.”