eStar Gaming Announces its Intention to Collaborate with Dalian Young Boy Football Club

China’s leading esports brand, eStar Gaming, a subsidiary of NIP Group announced its intention to collaborate with Dalian Young Boy Football Club. This partnership aims to explore innovative business models that blend digital and traditional sports realms, enhancing urban culture, tourism and the consumer economy through the power of sports.

Kui Wang, Investor and Chairman of Dalian Young Boy Football Club, said: “We are delighted to partner with eStar Gaming, a pioneer in the esports industry. Esports resonates with the youth, offering a dynamic platform for engagement. Our ‘esports+ football’ collaboration is set to spark excitement and innovation, enriching the traditional sport of football with new dimensions. We are confident that this alliance with NIP Group, the first listed Chinese esports company on Nasdaq, will propel Dalian Young Boy and Dalian football into uncharted territories, while our exploration in the integration between esports and traditional sports will pave the way for sustainable growth in both industries.”

Hang “Allen” Sui, Chief Operating Officer of NIP Group, said: “This cross-industry partnership is a groundbreaking step towards integrating esports and football. 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.”

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Esports has become an exceptional medium for the younger generation to engage with traditional sports culture and socialize. In late August, Nuoyan and Orange, eStar Gaming’s representative players, engaged in an inaugural exchange with Dalian Young Boy Football Club, experiencing a day in the life of a football player. The event saw a jersey exchange between Dong Chen, General Manager of Dalian Young Boy Football Club, and the eStar Gaming players, with active participation from athletes Weijie Mao, Pengyu Zhu, Shan Huang and Ge Qu.

The integration of esports and traditional sports has emerged as a focal point for both sectors. According to the Esports Working Committee of the China Audio-Video and Digital Publishing Association, the domestic esports industry reached approximately 490 million users in 2023, with over 300 million being young users. This integration is poised to align with the entertainment preferences of the youth, revitalizing sports culture in a manner that reflects the new era and fostering “out-of-the-box” growth for traditional sports and local cultural tourism.