Hewlett Packard (HP) announced the extension and expansion of its partnership with 'Astralis,' the Danish esports organization, alongside a new HP x Astralis celebration. To date, HP and Astralis have been working together for six years. In recognition of this, the companies will be giving away six products for each day of the celebration event. The first day of giveaways will include six HP OMEN-branded gaming monitors. The companies did not confirm the duration of the celebration.
In terms of the B2B partnership, HP will continue to operate as the official hardware provider for Astralis, while Astralis events, venues, and jerseys will feature HP branding in recognition of the company's contributions. When speaking on the partnership expansion, Mads Rasmussen, the Partnerships Director at Astralis, stated: “Since becoming a main partner 6 years ago, OMEN has been a key ally throughout our organization. It is our longest running commercial partnership, and whether it is our office, the teams, or in Astralis Nexus, OMEN is integrated in everything we do. This is also obvious to the visitors, B2B and B2C, in Astralis Nexus, who all get to experience the uncompromising quality of the OMEN products."
Image Credit: HP, Astralis
What Makes This Trend Stand Out
- Esports Partnerships
- The expansion of HP's partnership with Astralis highlights the growing trend of collaborations between computer hardware companies and esports organizations.
- B2B Sponsorship
- HP's role as the official hardware provider for Astralis exemplifies the increasing trend of B2B partnerships in the gaming industry.
- Brand Integration
- The integration of HP branding in Astralis events, venues, and jerseys showcases the trend of companies leveraging partnerships for brand visibility and recognition.
Sectors Adopting This
- Computer Hardware
- The expansion of HP's partnership with Astralis presents an opportunity for computer hardware companies to collaborate with esports organizations and gain exposure within the gaming industry.
- Esports
- The continued collaboration between HP and Astralis signifies the growing opportunities for esports organizations to secure long-term B2B sponsorships and partnerships with major hardware providers.
- Marketing and Advertising
- The integration of HP branding in Astralis events and jerseys demonstrates the potential for marketing and advertising agencies to facilitate brand integration and visibility through strategic partnerships.
