Danish esports organization Astralis has unveiled a multi-year partnership with energy drink brand Red Bull. The collaboration will encompass various activations, including integration into Astralis' gaming center, the Astralis Nexus.
In an initial move, Red Bull's logo will grace the jerseys of Astralis' Counter-Strike players during the PGL CS2 Major set to take place in Copenhagen in March, extending to visibility on the organization's social media platforms.
The partnership aims to provide Astralis fans with a diverse range of engaging and enjoyable experiences, spanning activations within the upgraded Astrails Nexus facility and during broadcasts on the team's streaming channels.
Red Bull, a familiar name in esports, has been involved in hosting various esports events, such as the Campus Clutch VALORANT tournament, fostering grassroots initiatives for school and university teams to compete for prize money.
Red Bull becomes the tenth partner for Astralis, joining entities like the Danish Red Cross Youth, esports tournament platform FACEIT, and clothing brand Hummel. This collaboration marks the first major partnership since Nikolaj Nyholm's appointment as Astralis CEO.
Mads Rasmussen, Partnerships Director at Astralis, expressed pride in entering a collaboration of this scale, emphasizing the exciting and captivating nature of Red Bull's brand and its potential to offer new and engaging experiences to fans and gamers alike.