The leading Counter-Strike team Astralis and one of the major Danish breweries Royal Unibrew has entered a partnership that includes a sponsor deal and a new line of soft drinks under the Astralis and CULT brand, states a Press release.
Jakob Lund Kristensen, CCO and Co-founder of Astralis Group, discussed the deal in a release: “The Astralis brand has been built around performance, personality and creating great experiences for fans of all kinds. Until now, we have focused our resources upon the development of our digital products and merchandise, and the cooperation with Royal Unibrew around a range of new soft drink products will give us an additional dimension to the business and in our ongoing dialogue with fans.”
Astralis will receive a cut of the revenue generated from the sale of each unit that’s part of its co-branded product line. Two products are slated for release this spring, both of which are said to have been co-developed by the players themselves.
Lise Tjell, Marketing Manager at Royal Unibrew, also commented: “The energy and drive in the team make the Astralis brand a perfect match for CULT, and the dialogue we’ve had with Astralis Group confirms our impression of a strong organization in a very interesting market potential.”
