China-based esports organization eStar Gaming (a subsidiary of publicly traded esports company NIP Group) announced plans this week to collaborate with Dalian Young Boy Football Club.
Financial terms of the deal were not disclosed.
Under the terms of this new partnership, eStar Gaming will “explore innovative business models that blend digital and traditional sports realms, enhancing urban culture, tourism, and the consumer Economy through the power of sports,” according to a release—though specific details and the duration of this collaboration were not disclosed.
“This cross-industry partnership is a groundbreaking step towards integrating esports and football,” said NIP Group Chief Operating Officer Hang “Allen” Sui, in a release. “The synergy between our organizations will deliver unparalleled fan experiences. We anticipate expanding our collaboration with Dalian Young Boy to include cultural exchanges, tourism promotion, and esports festivals, exploring the full potential of digital-inclusion.”
The partnership follows eStar Gaming players Nuoyan and Orange participating in a “talent exchange” Dalian Young Boy Football Club in August, where they experienced a “day in the life of a football player.” The organizations also participated in a jersey exchange between Dalian Young Boy Football Club General Manager Dong Chen and the eStar Gaming players, which also included footballers Weijie Mao, Pengyu Zhu, Shan Huang, and Ge Qu.
Dalian Young Boy Football Club was launched at the end of 2021 and competes in the second-tier football league, the Chinese Football Association China League. The organization claims peak attendances of 55,628 at its home games, ranking third in national leagues and 16th globally, and earning it the distinction of being the only second-tier league team in top 20 global attendance rates.
eStar Gaming was founded in 2014 and currently competes in Honor of Kings, QQ Speed, Cross Fire, and Call of Duty. On July 26, NIP Group made its debut as a publicly traded company in the U.S., on the NASDAQ Stock Exchange.
Earlier this week, NIP Group announced that it would enter the world of game development and publishing, including creating user-generated game content (UGC) for games such as Roblox, as well as other small-scale game offerings.