Unibet has agreed a milestone betting partnership with leading esports organisation Astralis.
The two-year global deal will give the Kindred Group brand access to the image rights of the Astralis Counter-Strike: Global Offensive (CS:GO) team.
As Astralis’ ‘Official Betting Partner’, betting firm Unibet plans to work to further drive interest around esports among its key audiences.
The firm will benefit from exclusive content about Astralis, CS:GO and esports in general.
Commenting on the partnership, Rhodri Darch, chief commercial officer at Kindred Group added: “Esports has grown into a billion-dollar business with a fanbase across all corners of the world.
“Astralis is the star of the CS:GO world, and we are very excited to join forces with the world’s number one team. It’s our ambition that the partnership will help Astralis become even more competitive and raise interest in the exiting world of esports.”
Darch added: “Astralis are known for their strategic play and superb teamwork, which are key characteristics shared with Kindred. By partnering with Astralis we hope to bring more excitement for both players and fans through dedicated content, but also help introduce esports to a wider audience.”
Jakob Lund Kristensen, co-founder of RFRSH, the organisation behind Astralis, said: “By entering a long-term deal that will be clearly visible across all Unibet markets, we cement both Unibet and Astralis as major stakeholders in the global esports environment for the years to come.”
Denmark-based Astralis has seen rapid growth since it was extablished in 2016. Unibet joins a roster of partners that include Audi Denmark, Turtle Beach, Jack & Jones, fitness drink Nocco and esports.com.
Unibet now plans to share its expertise in sports via a range of new initiatives and offerings over the coming months to help its customers make more informed esports bets, enhance the esports experience and further increase the growing interest around the sector.
Meanwhile, in another sign of convergence between the worlds of gaming and traditional sports, EA Sports and adidas have teamed up to release a collection of limited-edition physical jerseys featured in the FIFA 19 game.
The collaborating teams include Manchester United, Juventus, Real Madrid and Bayern Munich, with the 4th kit shirts available both in-game and via club stores.