Kindred Group, the owner of the Unibet brand, has entered into a partnership with Danish esports organization Astralis. The two-year deal will make Unibet the “official betting partner” of Astralis. They are currently one of the highest-achieving esports organizations in the world.

A match made in esports heaven

Through the partnership, both organizations look to strengthen their positions in the industry.

“Astralis is the star of the CS:GO world, and we are very excited to join forces with the world’s number one team,” said Kindred Group Chief Commercial Officer Rhodri Darch. “It’s our ambition that the partnership will help Astralis become even more competitive and raise interest in the exciting world of esports.”

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“We are extremely proud to welcome Unibet as the title sponsor of Astralis in a deal that will secure Astralis’ stability and growth for years,” RFRSH (Astralis owner) Co-Founder Jakob Lund Kristensen said in a statement. “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.”

Competitive gaming is an enticing environment

Both companies have been continuously expanding their presences in the industry over the last couple of years. While Astralis is yielding nearly flawless competitive results, the company has also made moves to enter strategic partnerships and build out its network. Moreover, continuous funding initiatives show the group is taking the long view in the esports world.

Unibet, too, is diligently working on bringing its brand to the big-players table. Joining the promotional team for Blast Pro Series events, the company looks to further expand its already immense customer base of 16 million.