Kindred Group’s Unibet brand has signed a two-year global partnership with leading Counter-Strike: Global Offensive (CS:GO) eSports team Astralis.

As its official betting partner, Unibet will work closely with the Astralis team to further increase interest around eSports, with the operator benefiting from access to global image rights and exclusive content.

“eSports has grown into a billion-dollar business with a fanbase across all corners of the world,” said Kindred Group chief commercial officer Rhodri Darch. “Astralis is the star of the CS:GO world, and we are very excited to join forces with the world’s number one team. It’s our ambition that the partnership will help Astralis become even more competitive and raise interest in the exciting world of eSports.

“Astralis are known for their strategic play and superb teamwork, which are key characteristics shared with Kindred. By partnering with Astralis we hope to bring more excitement for both players and fans through dedicated content, but also help introduce esports to a wider audience,” added Darch.

Jakob Lund Kristensen, co-founder of RFRSH, the organisation behind Astralis, commented: “We are extremely proud to welcome Unibet as the title sponsor of Astralis in a deal that will secure Astralis’ stability and growth for years.

“By entering a long-term deal that will be clearly visible across all Unibet markets, we cement both Unibet and Astralis as major stakeholders in the global esports environment for the years to come.”

Shares in Kindred Group plc (STO:KIND) were trading up 1.98 per cent at SEK90.50 per share in Stockholm Monday morning.

Related