SBC News Voice of the Sports Betting Industry
Low-margin bookmaker Pinnacle continues to expand its profile and brand coverage within esports, becoming an official partner of Copenhagen-based esports organisation NORTH (north.gg)
Founded in 2017, NORTH is the ‘fast growth’ esports organisation formed by Danish Superliga FC Copenhagen and Nordic entertainment group Nordisk.
Since its foundation, NORTH has risen to become one of the leading European esports team ‘consistently ranked amongst world’s top 10 for CS:GO formats.
Agreeing on an 18-month partnership, the Pinnacle brand will be displayed across the front of NORTH’s s CS:GO jersey, with the esports organisation further collaborating on Pinnacle esports related content.
Backing the partnership Marco Blume, Trading Director at Pinnacle said: “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. North certainly ticked all the boxes and we’re really excited to start working together to enhance the experience for esports fans around the world.”
Welcoming Pinnacle as new partner, Jonas Gundersen, North’s Chief Commercial Officer commented: “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 a 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”.
