Kindred Group in eSports partnership with Danish player team

Online gambling group Kindred has widened its sphere of activity by signing as official betting partner for the Astralis eSports player team in Denmark.

The alliance will run for two years and will be centred on Kindred’s popular online gambling brand Unibet, the company advised in a media release Friday.

Under the terms of the agreement Unibet will have access to global image rights and exclusive Astralis content, along with assets relating to the team’s core game, Counter-Strike: Global Offensive (CS:GO).

“Esports has grown into a billion-dollar business with a fanbase across all corners of the world,’ Kindred chief commercial officer Rhodri Darch noted. “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,” he added.

Jakob Lund Kristensen, co-founder of RFRSH, the organisation that established Astralis said that the Kindred-Unibet deal will ensure the stability and growth of Astralia.

“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,” he said.

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