Kindred Group has through its Unibet brand signed a global partnership with the leading esports organisation Astralis. The two-year partnership will see Unibet as the ‘Official Betting Partner’, working closely with the Astralis team to further increase the interest around esports.
Kindred Group (previously Unibet Group) has signed an agreement securing the Group’s Unibet brand as ‘Official Betting Partner’ of the major esports organisation Astralis’ Counter-Strike: Global Offensive (CS:GO) team. The partnership covers two years and will give Unibet access to global image rights and exclusive content about Astralis, CS:GO and esports in general.
“Esports has grown into a billion-dollar business with a fan base 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. Astralis is an esports powerhouse that has just been awarded ‘Esports Team of the Year’. It’s our ambition that the partnership will help Astralis become even more competitive and raise interest in the exiting world of esports,” said Rhodri Darch, Chief Commercial Officer at Kindred Group.
“We are extremely proud to welcome Unibet as the title sponsor of Astralis in a deal that will secure Astralis’ stability and growth for years. 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”, says Jakob Lund Kristensen, co-founder of RFRSH, the organization behind Astralis.
Both organisations are committed to creating more value and an improved experience for customers and fans. A range of new initiatives and offerings will be presented over the coming months. Part of this will be Unibet sharing its expertise in sports to help customers make more informed bets and thereby enhance their esports experience.
“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,” continues Rhodri Darch.