Astralis and HP OMEN extend partnership

28 November 2023

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Key art of OMEN and Astralis extended partnership
Image credit: Astralis

Danish esports organisation Astralis has extended its long-term partnership with North American hardware brand Hewlett Packard (HP).

The partnership extension, which is focused on HP’s OMEN product line, will be celebrated with a six-day fan engagement event.

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The celebration will be streamed across Astralis’ channels, featuring competitions and giveaways. Throughout the event, OMEN and Astralis will give away six products every day, starting with six OMEN monitors.

Astralis has worked with OMEN for six years, making it the organisation’s longest, and one of its first, partnerships. The parties have extended their collaboration for another year, which is the standard period for OMEN’s commercial partnerships, according to the announcement.

OMEN is a line of gaming PCs and peripherals introduced by hardware brand HP in 2014. The brand has partnered with a number of esports companies and teams, including T1, Berlin International Gaming, and 100 Thieves.

Danish esports organisation Astralis was founded in 2016 and competes across a range of titles, notably Counter-Strike. The organisation also manages an esports and gaming entertainment centre in Kopenhagen called Astralis Nexus.

Throughout 2023, Astralis has undergone several major developments. Despite reporting increased revenue and a decrease in overall loss in 2022, the company voted to delist from the NASDAQ First North Growth Market Denmark amid a continued decline in its stock price. Moreover, Astralis is no longer in the LEC, one of League of Legends’ franchised competitions, after Karmine Corp acquired the majority of Astralis’ slot.

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Astralis has also engaged in multiple partnerships this year. In August, the organisation secured a three-year deal with electronic retail company Elgiganten for a series of CS:GO activations. Similarly, Astralis launched a travelling gaming truck activation with building material provider STARK.

Mads Rasmussen, Partnerships Director at Astralis, commented on the partnership extension with OMEN: “Since becoming a main partner 6 years ago, OMEN has been a key ally throughout our organization. It is our longest running commercial partnership, and whether it is our office, the teams, or in Astralis Nexus, OMEN is integrated in everything we do. This is also obvious to the visitors, B2B and B2C, in Astralis Nexus, who all get to experience the uncompromising quality of the OMEN products.

“The extension of the partnership is not just of commercial value to Astralis, it will also be felt in the fan- and gaming community that we are a part of.”

Lea Maas
Lea is a business student with too many passions and too little time. In addition to missing her shots in Valorant, she spends her free time advocating for mental health awareness and fostering inclusive esports communities.