A year after a global pandemic caused more people to get involved in gaming, GNC has decided to go all-in on esports with a new exclusive partnership with GHOST. GNC announced that GHOST will become the official esports partner of the retail giant.
Esports are taking over the world, so it seems. Total esports viewership is expected to grow at a 9% compound annual growth rate (CAGR) between 2019 and 2023, up from 454 million in 2019 to 646 million in 2023, per Insider Intelligence estimates. Brands are paying very close attention.
GHOST launched GHOST Gamer in 2020 during the middle of the pandemic. Gamer was a huge success for the brand. It boosts a great formula in which professional and amateur gamers alike have seen an increase improvement in gameplay. Anchored by Nutrition 21's NooLVL, GHOST Gamer quickly became one of the most popular gaming supplements of 2020. The popularity of Gamer wasn't only because of the products formula, it was also because the brand integrated itself into the esports culture. “We’re lifelong gamers,” continued Lourenco. “GHOST® has been built based on the things we love and use and do every day. GAMER came together during a year where so many of us were playing more video games than ever and we're excited to bring that excitement to GNC. Authenticity is undefeated.”
GNC, not wanting to be left behind, decided to partner with a familiar face in GHOST. “GNC is ready to make a move in the gaming industry through an exclusive partnership with GHOST® GAMER,” stated GNC CEO Josh Burris. “With their incredible products and flavor collabs and our unrivaled ability to reach customers on a massive scale, we couldn’t be more amped to launch into esports together. We’re all about giving competitors a winning edge, and that certainly includes the ultra-competitive world of esports. This is an exciting time for both GNC and GHOST®.”
GHOST® and GNC will engage in a multi-year partnership that names the innovative lifestyle sports nutrition brand as the ‘Official Esports Partner of GNC.’ GNC will be the exclusive retail partner of GHOST® GAMER, a natural energy and focus product tailor made for the esports community.
GHOST and GNC have had a great relationship since GHOST decided to go exclusive with GNC back in "the day." The brand has the freedom to go where they wish, but it speaks volumes to the commitment GNC has to GHOST and GHOST has to GNC to work together to reach more individuals in the gaming segment.