Danish esports company RFRSH Entertainment and Audi announce a three year strategic partnership.

As well as sponsoring Origen, the League of Legends team of RFRSH, Audi will support esports and digital entertainment projects TBA.

Audi partnered with RFRSH’s Counter-Strike team, Astralis, throughout 2018, and also sponsors esports teams in Germany and a program in China.

RFRSH Entertainment has revealed the next stage in its long-term relationship with Audi. As part of a new three-year deal, the German automobile manufacturer will sponsor RFRSH’s League of Legends team, Origen , and various yet-to-be announced esports and digital projects.

Audi was the jersey sponsor of RFRSH’s Counter-Strike: Global Offensive (CS:GO) team, Astralis , until Nov. 2, 2018, when the automobile brand’s recognizable rings were missing from Astralis’ new jersey design. The Esports Observer has learned that Audi will receive logo placement on Origen’s jerseys, which have yet to be revealed. In addition, Audi will be branded on all of Origen’s digital platforms, and physically at the team’s training center.

RFRSH acquired a majority stake in Origen, a Spanish team brand originally founded by Enrique “xPeke” Martínez, which will compete in the newly revamped League of Legends European Championship (LEC). A franchise-style competition, RFRSH will be required to pay a €10.5M ($12M USD) fee for a long-term spot in the league.

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“The agreement with RFRSH Entertainment around Origen and the upcoming initiatives is an important strategic step for Audi both internationally and in Denmark,” said Thomas Glas, Head of Sports Marketing at AUDI AG, in a statement. “When we made the agreement with Astralis, it was one of the first of its kind in esport, and so too is our new partnership. We took the first steps with Astralis and now we intensify our engagement and commit our brand even closer to esports.”

Alongside its teams, RFRSH also operate the BLAST Pro Series of CS:GO tournaments, which will expand this year with its first events in South America and the United States. Elsewhere in esports, Audi also sponsors FIFA squads Fokus Clan and FC Ingolstadt Schanzer Esports, and recently announced it would be the title sponsor of Chinese streaming platform Panda TV’s esports show, “Marvelous Esports.”

In traditional sports, Audi is particularly active in German soccer, most notably as a sponsor and partial owner of FC Bayern Munich. Sources close to the deal told The Esports Observer that Audi’s connection to German soccer will play a role in the car brand’s upcoming initiatives with RFRSH Entertainment.