As the new year in esports has started to take off, here are the latest commercial partnerships that have been announced around the world.

Astralis:

European organisation Astralis announced a two-year deal with Danish chewing gum company Stimorol.

The partnership will involve their Counter-Strike teams, including their main and academy rosters, the Stimorol logo will also be visible on player jerseys.

Commenting on the partnership, Stimorol Nordic marketing lead, Dorthe Ballegaard, said: “We are incredibly proud to announce a new and comprehensive partnership with Astralis.”

“Astralis is one of the most significant esports organisations and we see a huge potential in the collaboration and the story we can help to lift together.

“Astralis has proven that focus, analysis, reaction, communication, and concentration are keys to performance,” she said.

The deal comes after Astralis acquired a majority stake in Danish production company and broadcaster, PIXEL.TV, which is expected to enhance content created by the organisation.

PGL:

Tournament organiser PGL has extended their partnership with German data analytics firm Shikenso Analytics, the deal means that Shikenso will be the exclusive data partner for all of PGL’s tournaments in 2022.

Commenting PGL’s need for analytics and the key to a successful partnership, PGL chief executive officer, Silviu Stroie, said: “We are very pleased with the results of our collaboration with Shikenso.”

“We believe that partnerships are based on trust, transparency, and exact data.

“Every time, we try to create an environment where all partners receive the best information about the project,” he said.

The deal extension comes after Shikenso provided insights and analytics at the PGL Stockholm Major in 2021, with Shikenso co-founder and chief executive officer, Arwin Fallah Shirazi, saying it is a great honour to be trusted with all PGL events in 2022 after the great success that was PGL Stockholm.

ONE Esports:

Esports media platform ONE Esports has partnered with international banking and financial services company HSBC.

The two companies plan to produce financial guidance content that will be published in MOBA games, including useful tips, hints and expert advice.

Commenting on the deal, ONE Esports chief executive officer, Carlos Alimurung, said: “ONE Esports is thrilled to unveil its partnership with global financial services giant HSBC.”

“Esports has already achieved huge growth, and its potential continues to soar.

“HSBC has a proven track record of helping individuals and businesses unlock opportunities, and this partnership can help us all reach new heights,” he said.

Additionally, the pair will be working together to host ten community tournaments and one major event this year.

NASCAR:

NASCAR has partnered with NACE Starleague to create the eNASCAR College iRacing Series.

Over 500 colleges across North America are eligible to enter with drivers competing for a chance to earn a share of US$50,000 in scholarship money.

Commenting on the new championship series, NASCAR managing director of gaming and esports, Nick Rend, said: “Gaming and esports are an important component of NASCAR, allowing us to reach new fans who are often engaging with the sport for the first time.”

“Our various eNASCAR initiatives have seen exponential growth.

“We felt this was the right time to extend our reach to a younger audience and launch the eNASCAR College iRacing Series to show students the opportunities that sim racing and our sport hold for them.” he said.

Additionally, the series will be presented by Coca-Cola, Southern Computer Warehouse, Playseat and Logitech G, with the first event of a three-race schedule starting on the 24^th of February.