European esports organisation 9INE has announced a naming rights sponsorship agreement with bookmaker Pusulabet, marking the beginning of a new phase for the organisation under the name 9INE Pusulabet.
The deal is set to last for an initial six months and valued in the six-figure range, with further details undisclosed. Both parties have left the door open for a potential extension beyond the current term. The new branding has already been implemented across social media platforms and team apparel, with full integration expected to roll out in the coming months.
Fredrik Belstad, CEO of 9INE Pusulabet, commented: “Our partnership with Pusulabet allows us to take another big step forward. We share the same energy, ambition, and vision for the future of competitive gaming. This cooperation will bring real value not just to the organisation, but most importantly, to our community.”
According to the official announcement, the collaboration is expected to go beyond branding, incorporating a series of digital and community-focused initiatives. These include joint activations on the competitive gaming platform FACEIT, dedicated Twitch broadcasts, in-game Counter-Strike 2 (CS2) integrations, and broader digital campaigns.
9INE is an esports organisation based in Sweden, which holds an international CS2 team that had achieved 15th-16th at the BLAST.tv Paris Major 2023, but since 2024 has been struggling to get back to the main competitive scene. It was formerly known as “Monarchs” prior to its rebranding in 2019. A name still new to esports sponsorship headlines, Pulsabet is a licensed Curaçao-based betting and casino service primarily aimed at the Turkish audience.
