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Virtus.pro, Na’Vi parent company announces partnership with European retail giant

Zorine Te
ESForce
Some of ESForce’s business partners. (ESForce)

Russian esports organization ESForce Holding has announced a long-term strategic partnership with MediaMarkt (Russia), via PVP Live. MediaMarkt is one of Europe’s largest consumer electronics retailers, with over 700 stores in 14 countries.

The partnership will help the two companies “develop a mutual cooperation on the high-potential esports market.” This includes support for professional and amateur tournaments, local MediaMarkt tournaments, and the launch of co-branded projects featuring pro players.

“The partnership with MediaMarkt is a comprehensive cooperation involving multiple projects by the ESforce Holding,” said ESforce Holding co-owner Anton Cherepennikov. “Entering into a partnership with a company of this caliber was a strategic decision both for us and the Russian esports industry as a whole. We are convinced that the collaboration between ESforce and MediaMarkt will take esports in Russia to a qualitatively new level.”

The deal was facilitated by sports marketing agency Media Direction Sport.. It will be providing support, development, and implementation of programs “within the framework of the cooperation.”

ESForce Holding is the parent company of several established esports teams, holding media rights to teams such as Na’Vi and Virtus.pro, and recently acquiring a majority share of SK Gaming. It is also the parent company of betting sites CS:GO Lounge and Dota 2 Lounge.

ESForce Holding also owns other provider organizations in esports, including event organizer Epicenter and esports media sites Cybershort.ru and RuHub.

The first results of the partnership will be seen at upcoming Dota 2 tournament Epicenter: Moscow, which will be held on June 4-11 at the VTV Ice Palace. Virtus.pro players will participate in MediaMarkt’s advertising campaigns and media projects. MediaMarkt will also be expanding its gaming equipment and accessories range in relation to the partnership.