NIP Group (Nasdaq: NIPG) subsidiary Ninjas in Pyjamas announced this week that it has renewed its partnership with energy drink brand Red Bull. The companies initially joined forces in November 2022.
Financial terms and duration of the deal were not disclosed.
Under the terms of this renewed partnership, NIP and Red Bull will continue to work together on strengthening operations, driving growth, and expanding their global reach in esports. NIP will take advantage of Red Bull’s global reputation to open “new doors across content creation, fan engagement, and operational stability,” while Red Bull will continue to have access to NIP’s “young and engaged audience as part of their continued commitment to the esports industry,” according to a release.
Some of the things the companies will work on in the short term include behind-the-scenes content and integration of Red Bull branding in social media, streaming content channels, players’ jerseys across multiple teams, and events. NIP and Red Bull will also work together on activations, including the annual [SWE] CS Summit held at Red Bull Gaming Sphere in Stockholm.
NIP Group is an esports and gaming company formed in 2023 through a merger between Ninjas in Pyjamas and Chinese esports organization ESV5, which includes eStar Gaming. NIP Group currently has operations in Sweden, China, Abu Dhabi, and Brazil.