European esports organisation Unicorns of Love have entered a new partnership, and this time it’s with heavy metal festival Wacken Open Air.
This deal will see the organisation have a presence at the festival, which takes place over August 2nd-4th – more information about the partnership will be released later this week.
In June, it was revealed that this year’s iteration of Wacken Open Air will include the ESL Arena Wacken. This feature is described as a themed experience that involves heavy metal and a free-to-play area for amateur tournaments and exhibition matches.
This isn’t the only non-endemic partner that Unicorns of Love have brought into the industry as of late. The organisation partnered with Twentieth Century Fox in May to help promote Deadpool 2 in Germany – as part of the deal, Fabian “Exileh” Schubert and coach Fabian “Sheepy” Mallant both contributed their voices to the German version of the movie.
Unicorns of Love is also partnered with the likes of Trust Gaming, NEEDforSEAT, eNgage, and Bären-Treff. In 2017, the organisation entered a deal with sports marketing agency Lagardère Sports.
Esports Insider says: Unicorn of Love seem to be forging stranger and stranger partnerships as of late, but not necessarily in a bad way. Wacken Open Air – despite the ESL deal – is non-endemic to the industry, so UoL getting them further involved is great. While details are sparse as of now, it doesn’t seem unreasonable to assume some of the organisation’s players will compete in the exhibition matches at ESL Arena Wacken.
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