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 Singularity slam DashThreads and terminate partnership

Published: 23/Oct/2020 12:10 Updated: 23/Oct/2020 12:16

by Adam Fitch

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Team Singularity have prematurely ended their partnership with merchandise supplier DashThreads due to “unprofessionalism.”

The Danish organization posted an announcement to explain why they were “officially parting ways” with the apparel company.

The org alleges that they were not able to produce marketing material over the past four months because products had not been delivered by DashThreads, subsequently they were not able to “execute on marketing plans.”

They stated that this wasn’t a decision made in the spur of the moment, it comes after months of trying to rectify the problems and get things on track. However, the “unprofessionalism shown by DashThreads and its CEO and owner Devin Fry” was too much to handle going forward.

Team Singularity Insight
Team Singularity
Team Singularity recently sold their player Insight to Toronto Ultra.

Team Singularity are allegedly missing more than 300 units of clothing, that they had already paid for, which were supposed to go to their players, influencers, content creators, management, and fans.

The org stated that their legal team will be taking action against DashThreads as the partnership was “one-sided” and there are further instances of mistreatment that they won’t be making public knowledge.

“I’m very sad that my worst fears prior to entering this partnership earlier this year came true and I take full responsibility for a deal that should never been made in the first place,” said Singularity CEO Atle Stehouwer. “I will not beat myself up about giving people and startups a second chance, I am just sad that DashThreads and Devin Fry decided not to rise above previous accusations and prove that it was a legit startup. Actions speak louder than words.”

DashThreads predominantly work with amateur and semi-pro esports teams and describe themselves as a “premium esports and street apparel company.”

Dexerto has contacted DashThreads for comment on Team Singularity’s statement.