Pinnacle esports has become thelatest jersey and content sponsor to Danish esports company North.
Pinnacle and North Esports Sign 18-monthPartnership
With esports set to grow significantly over the next decade, everyone seems to be investing in the segment, including betting agencies. Based in Copenhagen, Denmark, North Esports is the latest competitive video gaming company to team up with a sportsbook in the face of Pinnacle. The partnership is signed for a period of 18 months and it will come with exclusive digital content and Pinnacle’s logo appearing on the jerseys of North’s team members.
The partnership comes at a time when gambling in electronic sports is coming to the attention of developers and regulators. The UK Gambling Commission, the UK regulator, has noted an increase in underage gambling activities but has refused to argue that loot boxes, an item found in games, is similar to gambling.
We are pleased to announce our partnership with @TheNorthIsHere!
The partnership will span 18 months, and will see the Pinnacle logo on the North jersey! ?
Read more about our exciting partnership ? https://t.co/iCVS2r1omR pic.twitter.com/PSmMTH5iYd
— Pinnacle Esports #ECS8 (@PinnacleEsports) July 17, 2019
Meanwhile, Valve, the creators of two popular competitive products – Dota 2 and Counter-Strike: Global Offensive, has appealed to competitive teams not to sign partnerships with betting agencies. This request has been largely ignored.
North Continues Line of Esports BettingPartnerships
Yet, North seems to be optimistic aboutthe partnership. Here is what Jonas Gundersen, COO at theesports tea lodi291 m and company, had to say:
“Partnering up with Pinnacle really is underlining the journey we are on with North. It feels great that we are able to continue the next phase of the journey together with such a well-respected and household name that shares our ambition of narrating the esports story as it develops. Our passion for gaming is very strong, and Pinnacle really understands our aim of expanding even further.”
North is not new toteaming up with betting agencies. Previously, the company was workingwith GG.BET, another prominent bookmaker, but the partnershiphas been dropped since in favor of Pinnacle.
"Our passion for gaming is very strong, and Pinnacle really understands our aim of expanding even further"
Welcome to the family, @PinnacleEsports. Let's get this Minor started! ?
Read more:https://t.co/ABAvHTFSJk#HearTheRoar pic.twitter.com/BAZ77KHWGT
— North (@TheNorthIsHere) July 17, 2019
Pinnacle alsoexpressed satisfaction with the latest developments, arguing that thepartnership was a major breakthrough for the company as well. Here iswhat the company’s trading director, Marco Blume had to say:
“This is a massive deal for us. We have waited so long for a team partnership because we wanted to make sure we signed with an organisation that matched our ambition and desire to take esports to the next level. “
Mr. Blume added that so far as esportsteams went, North was one of the best possible partners the companycould have signed up with, as it “ticked all the boxes”.Partnerships between esports teams and betting agencies are notexactly new.
Betway, a UK-headquartered operator, is one of the longest-term sponsors of Ninjas in Pyjamas, a famous Dota 2 and CS:GO squad. NIP and Betway recently extended their partnership.
