9INE has announced it has secured a partnership with bookmaker Pusulabet.
As a result of the initial six-month deal, the bookmaker will become the title sponsor of the Swedish esports organisation, which will compete under the 9INE Pusulabet name.
The organisation stated that the collaboration with the bookmaker has ‘a contract value in the six-figure range.’ An exact figure was not disclosed. In addition, 9INE reveals that the initial six-month deal has the possibility of being expanded.
As part of the partnership, 9INE and Pusulabet will launch a range of joint activations across several platforms, including FACEIT, Twitch broadcasts and fully digital campaigns.
“Our partnership with Pusulabet allows us to take another big step forward,” said Fredrik Belstad, CEO of 9INE Pusulabet. “We share the same energy, ambition and vision for the future of competitive gaming.
“This cooperation will bring real value, not just to the organisation, but most importantly, to our community.”
The organisation is no stranger to joining forces with bookmakers. In May 2024, it partnered with online casino and sportsbook LEON.BET in a deal that saw the organisation integrate its esports expertise within the betting platform.
Who Is 9INE Pusulabet?
Founded in 2015, the organisation has cemented itself as one of Scandinavia’s prominent esports organisations. In 2019, it entered Counter-Strike esports, achieving success in Season 42 of ESL Challenger League and the 2024 Skin.Club Christmas Cup.
The team is currently competing in Season 2 of The Proving Grounds, where 24 teams are competing for a share of a €75,000 (~£64,439) prize pool.
However, 2025 has been a year of turbulence for 9INE’s Counter-Strike team. Over the past six months, it has benched and signed several players with the aim of climbing the Valve Regional Standings (VRS) to qualify for the next Major.
Rasmus ‘raalz’ Steensborg, Josef ‘faveN’ Baumann and Tobias ‘kraghen’ Jensen are the only players signed to the roster, with the organisation planning on sharing information on its new arrivals in the coming weeks.
