Astralis Group Signs Sportswear Brand hummel to Three Year Deal – The esports Observer|home of essential esports business news and insights

Posted by GEVGA Editor May 22, 2020 in Esports

Astralis Group (parent organization of Origen, Astralis, and Future FC) has announced a three-year sponsorship deal with Danish sportswear brand hummel. The deal will initially focus on Future FC and Origen, with Astralis joining the partnership in September when its agreement with Jack & Jones has ended.

Financial terms were not disclosed.

This will be Astralis Group’s first commercial partner on a group level. The majority of its previous partnerships were specific to a single team.

Astralis Group is one of the few esports organizations to operate distinct brands for its different game-specific teams. Origen competes in the League of Legends European Championship (LEC), Future FC is a FIFA squad, and Astralis is a well-established Counter-Strike: Global Offensive organization. With the exception of Overwatch League and Call of Duty League teams, most organizations compete in multiple games under a single brand. The only other notable example of Astralis Group’s model was Immortals Gaming Club, which operates Immortals brand as a general esports brand and competes in CS:GO under the Made in Brazil (MiBR) banner. Recently, however, the company added a Rainbow Six Siege team to the MiBR brand.

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