Leading Counter-Strike: Global Offensive team Astralis has entered in another big non-endemic partnership, this time with Coco Fuzion 100. The partnership sees the beverage brand named the team’s Hydration Partner.

The partnership comes with a rhetoric of gaining the edge with small percentage improvements, including that of hydration and healthy diet. Whereas traditionally we’ve seen beverage giants such as Monster and Red Bull dominate the sponsorship space, we have seen more activity from other drink brands. We saw Unicorns of Love partner with a water brand, Gerolsteiner a few months back so the deals are becoming more and more common. Mail Online sources suggest the deal is worth seven figures in dollars, although this has not been confirmed.

Philip Lindgaard, Head of Sales C7 Brands Scandinavia commented in the release:

“Coco Fuzion100 is a healthy, natural and extremely relevant alternative in a market dominated by sugar and caffeine rich beverages. In order to perform on the highest possible level during often very long games, a stable hydration is essential for the players. In esport, it’s not about 4×15 or 2×45 minutes, the players need to stay sharp and perform over many hours, and this is exactly where Coco Fuzion creates an edge for the Astralis team. It’s a unique opportunity for us to make a real difference in a very interesting and growing market.”

Astralis’ esteemed in-game leader Lukas ”gla1ve” Rossander added:

“In order to deliver a constant top performance over a period of time, you need to focus on other factors than the game itself. Obviously, talent and hard work are important factors, but like in any other competitive environment, it takes more than that. To us, it’s also about maintaining a knife sharp focus for longer periods, and preparation means everything. Exercise, the right diet, differentiated and repetitive practice, a stable blood sugar count, mental balance, the right equipment and the optimal uniform are elements that make a difference, and the focus on a healthy lifestyle has certainly helped our team in the game and in general.

If you want to be the best you can be, you need to take your body and health seriously, and there are many areas to consider. Staying hydrated and maintaining the right sugar balance means a lot more than most people think, and we’re truly happy to sign a partnership with Coco Fuzion. I won’t try to explain te technicalities and elaborate on the ingredients, I can only say that besides being healthy, it actually tastes extremely good”.

Anders Hviid, Head of Marketing C7 Brands Scandinavia concluded:

“First of all, we see a giant potential in esport. It’s the fastest growing competitive entertainment worldwide and Astralis is one of the leading teams. We see a direct link between professional esport and our mission at Coco Fuzion 100: We want to challenge the norms and we believe that the cooperation with Astralis will enable us to increase the focus on healthy living and performance optimization in the gaming community”.

Esports Insider says: More big non-endemic news continues to flow in the esports industry. RFRSH are doing a great job of marketing Astralis. They’ve been in somewhat of a slump of late though, so their new sponsors and fans will be hoping for a return to the Major winning standard they exhibited earlier this year.