Agreement promotes player health and unique approach to brand partnerships in eSports
Sports nutrition company, BioSteel Sports Nutrition Inc. (@BioSteelSports), announced today a first ever NBA-style bench deal with eSports group NRG (@NRGgg), a globally recognized sports organization with professional teams in League of Legends and Counter Strike Global Offensive. The partnership marks the first bench sponsorship rights in the eSports industry and extends how brands have traditionally participated in eSports.
Similar to BioSteel’s partnership with the Toronto Raptors, the bench component of the master partner agreement acknowledges athleticism in eSports. NRG athletes will use the BioSteel drink and towel in arena on approach to their match as well as positioning BioSteel during broadcasts and streaming sessions on Twitch and YouTube. In addition, BioSteel will be the first non-endemic brand logo on NRG’s game day jersey and NRG will integrate the full spectrum of BioSteel products into their daily regimen.
“With our management team’s interests in traditional sports groups, we approached BioSteel with this unique addition to the partnership to demonstrate how we are thinking differently about how brand partners participate in eSports,” said Andy Miller, Founder and Chairman of NRG and co-owner of Sacramento Kings.
The master deal was inspired when NRG League of Legends player Lucas (Santorin) Larsen expressed his use of and interest in BioSteel to NRG Chairman Andy Miller. After researching BioSteel, Miller approached BioSteel to socialize the importance of player health in eSports and how NRG could uniquely promote it with them in an individualized approach.
“The global explosion of eSports is remarkable,” said John Celenza, CEO of BioSteel Sports Nutrition Inc. “By mirroring a partnership familiar to mainstream professional sports, it is an authentic participation for BioSteel in a new sports industry. We acknowledge the immense skill and level of influence that an eSports athlete possesses in their demanding practice and performance and are unified with NRG in promoting athlete health in eSports.”
“It is a natural partnership for us to bridge the spirit of the bench deal and BioSteel into eSports,” said Andy Miller. “With World Champion athletes Los Angeles Lakers Shaquille O’Neal, New York Yankee Alex Rodriguez and Chicago White Sox Jimmy Rollins on our own management bench, we have a unique perspective into the needs of an athlete.”
To further acknowledge athleticism in eSports, BioSteel will inaugurate NRG League of Legends’ player Lucas (“Santorin”) Larsen into Team BioSteel, a group of athletes from a spectrum of traditional sports that serve as role models for player health and are supported by BioSteel.
About BioSteel Sports
BioSteel is a Canadian operated sports nutrition company that was built on the mandate of providing the safest, healthiest, and most effective line of nutritional products available. BioSteel’s line of nutritional products range from a sugar and caffeine free sports beverage with no artificial flavors, colors, or preservatives, to a line of proteins and a variety of nutritional bars. BioSteel products are currently readily available across Canada, and globally with select retail partners. For more information, including a full list of retail locations, please visit www.biosteel.com or email firstname.lastname@example.org
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