Astralis unify brand by renaming Origen LEC & FIFA teams - Dexerto
Esports

Astralis unify brand by renaming Origen LEC & FIFA teams

Published: 15/Sep/2020 11:11 Updated: 15/Sep/2020 11:29

by Andy Williams

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The Astralis Group has announced that their League of Legends team, previously called Origen, and their FIFA team, Future FC, will be renamed so to bring all their teams under the Astralis branding.

Astralis was previously only the name for the acclaimed Counter-Strike roster. The four-time Major winners cemented their CS:GO legacy after winning three consecutive Major championships during what has since been dubbed ‘the Astralis era.’

After their tenure at the top of the Counter-Strike world rankings during 2018-19 (which they held onto for just over a year), Astralis have endured a turbulent run of form.

A dip in performance has seen the CS:GO roster slip in the rankings, despite starting off 2020 in pole position. But outside of their performance in the server, the organization has taken steps towards unifying their esports’ brand.

Astralis competing in CS:GO
Astralis (Twitter)
Astralis was founded by their CS:GO roster’s core members.

Astralis rebrand LEC & FIFA team

It was announced in their September 11 press release that Astralis Group will “merge all the organization’s activities and teams into one globally recognized brand: Astralis.”

As part of this move, the organization’s LEC team (previously Origen) and FIFA lineup (previously Future FC) will now fly the Astralis banner.

This comes as Astralis’ LEC roster recently made a shuffle to accommodate a more streamlined approach. As part of the restructure, Martin ‘Deficio’ Lynge has taken a step back from the organization.

Anders Hørsholt, CEO of Astralis Group explained how the move represents Astralis’ next step towards becoming a globally leading esports organization. “Through the merger of all activities and our team brands, we position ourselves as a leading organization in international esports.”

“Already today, the red star is iconic in the esports scene and we have made the strategic decision to dedicate all resources to creating a truly global brand in esports and gaming.”

Hørsholt explained how this move represents an ‘all-in’ approach from the Astralis Group. “We are investing significantly in this, to elevate everything around our teams. From the way we work with the individual players and teams, the culture of the organization and what we offer to fans and our other stakeholders.

Business

Team Vitality eyes international expansion with software giants SAP

Published: 23/Nov/2020 13:38

by Adam Fitch

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French esports organization Team Vitality are eyeing up an international expansion with software corporation SAP.

Using SAP’s technology, which is used to improve team performance in sports like football and basketball, Team Vitality are looking to optimize their processes.

Through the improvement of how they monitor contracts, manage data, automate tasks, and further optimize their financial flow, the org will free up time that will be instead allocated on establishing themselves outside of their home nation.

This partnership falls in line with SAP’s recent change in sponsorship strategy, utilizing esports to advertise their tools and software.

Team Vitality CSGO
Team Vitality
Team Vitality are best known for their CS:GO team, which were ranked first in the world by HLTV on November 16.

SAP already operate in esports, having previously partnered with the NBA 2K League, ESL and EPICENTER for Dota 2, and Team Liquid for League of Legends.

When working with tournament organizers instead of teams, SAP are best known for providing analytic insight into matches. At ESL One Birmingham, for example, they used their technology to track win probabilities, item timings, and net worth progression.

“Thanks to SAP, we have all the components we need to go even further: we want to continue improving our operations by automating all of our legal, quality, and logistics processes,” said Franck Boniface, COO at Team Vitality. “The long-term objective is also to use all the data we retrieve from our platforms, such as Twitch and Twitter, to be able to make the connection between interactions with our fans and purchases on our webshop.”

On November 22, Team Vitality mounted an impressive comeback against Natus Vincere in Counter-Strike to emerge as the victors of IEM Beijing-Haidian in Europe.

As one of the leading teams in Europe, they are partnered with non-endemic brands such as sportswear giants adidas, telecommunications company Orange, energy drink brand Red Bull, and automobile manufacturer Renault.