Expanding its market presence in Australia, Rivalry has announced a partnership with esports organisation, Grayhound Gaming.
The deal sees the pair create joint content to ‘amplify’ Grayhound’s Counter-Strike team and players as they compete through upcoming events such as the ESL Pro League and DreamHack Melbourne.
“Our partnership with Grayhound is kicking off alongside one of the most prominent Counter-Strike leagues globally,” stated Rivalry Australia Marketing Director, Cathy Stapleton.
“This is not only a great opportunity to position our brand in front of a key audience, but to create meaningful content for Grayhound fans during tentpole competitions.”
Furthermore, the partnership will also see both companies host local in-person meet-and-greets to allow fans to interact with Grayhound players.
The agreement also outlines that Rivalry will receive chest logo sponsorship on Grayhound’s official jerseys and a mix of digital branding across the team’s social media channels and content.
This also includes in-game naming rights where the team will now play under the banner ‘GRAYHOUND.Rivalry’ during CS:GO tournaments.
Grayhound Gaming Managing Director William Gray added: “Outside of the tremendous benefit in working with such a great group of people, this partnership with Rivalry just makes sense for everyone across the board.
“The Grayhound brand has and always will be about having the time of our lives in a dream industry and sharing that journey with all of the supporters and fans; a vision which Rivalry entirely gets behind and already delivers.”
The partnership is set to extend Rivalry’s reach in one of its regulated markets and ‘crucially’, the Counter-Strike community in Australia.
Grayhound Gaming is set to play in its first match today in Group C of the ESL Pro League where the team will compete for a slice of the $850,000 prize pool.