Astralis Group and Royal Unibrew has entered a partnership that includes a sponsor deal and a new line of soft drinks under the Astralis and CULT brand. It is a clear indication of the massive development that gaming and esports in general, and Astralis in specific, has been through over the past couple of years. By entering the soft drink market on this level and through a product that is developed and tested by players and the performance team, the company will be able to offer a relevant product with a nationwide presence to the teams main stakeholders.

The cans and the physical and digital universe around the product line will be Astralis branded and include the messages of its general DNA, the performance culture and a positive lifestyle. The agreement includes the Nordic market, and The company expects to gain experience for further development into this segment in other markets. The agreement contains both a sponsorship leg and a royalty leg, and as such, it is a step towards developing its commercial upside in line with its business strategy, Jakob Lund Kristensen comments.

The way the Astralis team and the organization have been able to create results while developing and maintaining a clear, positive branding has created a massive engagement in the large and growing fan base and throughout their media universe. In a very short time, they have established a wide reach and a strong communication platform. This is what the company also want to achieve with CULT and the agreement with Astralis gives new possibilities to build upon an already strong brand.

The agreement consists of two deals: A commercial sponsorship and a royalty deal with a fee per sold unit to Astralis.