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German esports organisation SK Gaming has announced energy drink brand Beyond NRG Germany as its latest partner.
Beyond NRG will become the ‘Focus Booster partner’ for SK Gaming. As a result, the brand will provide the organisation’s players and content creators with its products.
Image credit: SK Gaming / Beyond NRG
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In addition, both brands announced that the deal will include content pieces and community activations in the future.
Founded in 2020, Beyond NRG is a brand of powdered energy drink based in the UK that has secured partnerships with a number of esports and gaming brands in the past. Its most notable partnerships include British esports organisation EXCEL and ESL Gaming for the ESL Premiership.
Alexander T. Müller, CEO of SK Gaming, shared: “We are happy to kick-off 2022 by welcoming Beyond NRG as our newest partner. In recent months, the team behind the brand convinced us through their expertise and ideas of how to bring a sustainable focus booster products closer to gamers, while paying attention to health-related aspects as well.”
This is SK Gaming’s first major partnership in 2022. In December 2021, the organisation secured a deal with German retail chain REWE. Moreover, SK Gaming’s current commercial portfolio includes the likes of T Mobile, Mercedes-Benz, Motorola and HYLO, among others.
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Billy Webb, Founder and CEO of Beyond NRG explained: “We have seen a shift in how people are viewing mental performance and overall brain health in esports in the past year – we are exceptionally proud to be the first gaming booster SK Gaming has decided to partner with, and very excited to see our planned activations unfold.”
Esports Insider says: SK Gaming’s last two partnerships are interestingly focused on nutrition and supplements. Despite being a young company, Beyond NRG has managed to secure a range of high-profile partnerships, which will only enhance the firm’s brand. With details surrounding upcoming activations being scarce, it’ll be very intriguing to see how the content differrs from the company’s previous partnerships.