Denmark-based esports organization Astralis is partnering with Go Mate, an energy drink brand that uses all-natural ingredients and low caffeine percentages. Founded in 2021, Go Mate aims to provide gamers and consumers with a healthier alternative to traditional sugar-filled energy drinks.
Having committed to working on a variety of Go Mate campaigns and activations, Astralis has officially become the first esports organization to partner with an energy drink brand. The Go Mate name is also backed by investor and famous former football player Sergio Aguero.
Astralis Commercial Director Kasper Sindt commented on the partnership: “Go Mate will not only have exposure on our digital channels and in campaigns as we are also working towards launching an Astralis branded product line later in the year.”
Image Credit: Astralis, Go Mate
Why This Trend Is Growing
- All-natural Energy Drinks
- The trend is towards healthier energy drink alternatives made with all-natural ingredients.
- Esports Partnerships with Beverage Brands
- Esports organizations are partnering with beverage brands, presenting disruptive innovation opportunities for both parties.
- Branded Product Lines
- Partnerships between brands are increasingly including plans for the development of branded product lines.
Industries Being Reshaped
- Energy Drinks
- With increased demand for healthier alternatives, there is a disruptive innovation opportunity for energy drink companies to develop all-natural beverages with low caffeine percentages.
- Esports
- Esports is a growing industry with opportunities for partnerships with beverage brands as a means of mutually beneficial promotion and revenue generation.
- Sports Marketing
- Partnerships between sports organizations and consumer brands represent a disruptive innovation opportunity for the development of branded product lines and marketing campaigns that target fans of the sport.
