The leading Counter-Strike: Global Offensive team Astralis announced that it has entered into a partnership with Coco Fuzion 100. The latter is a rapidly growing beverage brand putting emphasis on healthy lifestyle. As a result of the partnership, Coco Fuzion 100 is now Astralis’ Hydration Partner.
As a matter of fact, beverage brands are no strangers to the e-sports industry. What makes the partnership between Astralis and Coco Fuzion 100 stand out from the rest is that its objective is to promote the importance of hydration and healthy diet.
Although none of the parties disclosed information about the financial aspect, more or less reliable sources suggest that the deal is worth a seven-figure sum.
Philip Lindgaard, Head of Sales at C7 Brands Scandinavia, said that the market is currently dominated by beverages containing a lot of sugar and caffeine and added that the Coco Fuzion 100 is the most relevant alternative to all unhealthy products out there. The drink is supposed to help players stay focused during tense matches without having a negative effect on their health. In conclusion, he said that he regards the partnership with Astralis as a “unique opportunity for us [Coco Fuzion 100 – Ed] to make a real difference in a very interesting and growing market.”
Lukas ”gla1ve” Rossander from Astralis said that in a competitive environment, talent and hard work were critical for success. Still, factors such as exercise, right diet, proper equipment, and optimal uniform were also essential for maintaining a knife sharp focus and preparing for major e-sports events.
Rossander went on to say that despite being essential for optimal performance, the right sugar balance and hydration are often underestimated. That’s why the Astralis team was excited to work with Coco Fuzion 100 and added that apart from being healthy, the drink was also extremely tasty.
In the release, Anders Hviid, Head of Marketing at C7 Brands Scandinavia, said that the company has spotted the great potential of the e-sports industry and recognized Astralis as one of the most promising CS: GO teams on a global scale. He also said that the collaboration with Astralis gives them the opportunity to “challenge the norms” and “increase the focus on healthy living and performance optimization in the gaming community.”
It seems that RFRSH, the agency that represents Astralis, is doing a great job with securing long-term partnerships. On the other hand, Coco Fuzion is heavily investing in marketing. The brand has signed more than 20 leading athletes as brand ambassadors including the boxer Chris Eubank Jr., the rugby star Chris Robshaw and Sir Ian McGeechan. They also sponsor the Chelsea and Spain midfielder Pedro.
The drink has already achieved an overwhelming success in Ireland, Spain, and the Scandinavian region. Coco Fuzion 100 has recently entered the UK market and secured listings in 2,700 UK stores and 3,500 leisure outlets.