Danish esports organisation Astralis has announced a multi-year partnership with energy drink brand Red Bull.
The two parties will collaborate on a range of activations, including being integrated into the organisation’s Astralis Nexus gaming centre.
Initially, Astralis will feature Red Bull’s logo on its Counter-Strike player jerseys for the PGL CS2 Major taking place in Copenhagen in March. In addition to logo placement on jerseys, the energy drink brand’s logo will also feature across the organisation’s social media channels.
According to a release, the partnership will offer Astralis fans ‘all kinds of new, engaging, and fun experiences’ ranging from activations taking place within the Astrails Nexus facility and during broadcasts on its streaming channels. The organisation also noted that it is upgrading its gaming centre, which is set to be ready before the Summer of 2024.
Red Bull is no stranger to the esports industry. Alongside partnering with various brands and organisations, the brand hosts a multitude of esports events, such as the Campus Clutch VALORANT tournament. The grassroots initiative, which first started in 2021, gives teams representing schools and universities opportunities to compete for prize money.
For Astralis, Red Bull becomes the tenth partner of the organisation. The brand joins the likes of the Danish Red Cross Youth, esports tournament platform FACEIT, and clothing brand Hummel. The deal is the first following the appointment of Nikolaj Nyholm as CEO.
Mads Rasmussen, Partnerships Director at Astralis, spoke on the deal: “Red Bull is one of the most interesting and captivating brands within media and entertainment, and at Astralis we are proud to enter into a collaboration of this magnitude.
“Astralis aims for the stars and Red Bull gives you wings, and we believe that the combination of the two brands will offer fans and gamers of all kinds some new, engaging and fun experiences.”