The deal, announced earlier this month, looks to offer products that improve concentration and reduce fatigue using ingredients that promote a healthier lifestyle to be used over the long-term.
While product details remain scarce, Bodylabs already make available a range of high protein snacks, sugar-free protein powders as well as a range of vegan, gluten and lactose-free product ranges.
“Bodylab are well known for their healthy products in the fit lifestyle and sports nutrition segment and we are very proud that they want to explore the respective esports, gaming & mental performance segment together with us in Nordavind,” says Steffen Willumsen, commercial director for Oslo-based Nordavind, who expects the products to become available by autumn this year.
“Through our cooperation with Bodylab we are looking forward to develop a mental performance series that is unique in its category and focusing on driving the mental energy.”
Nutrition and esports
The deal closely follows a series of similar agreements that aims to reinvent existing stereotypes within the gaming industry, which describe a male-led generation that pays little attention to diet and nutrition.
The industry is looking to provide solutions that support both the acute and chronic health of the e-athlete especially as the esports industry gains further momentum into the mainstream.
Along with Nordavind and Bodylab, the industry was encouraged by the news that US esports brand Faze Clan had made a substantial investment in Ctrl, a start-up that specialises in healthy shakes and nutritious food for gamers.
Inked in June, the deal aimed to make nutrition the priority to match Faze Clan’s other business interests that includes music, art and clothing. Founded in 2019, New York-based Ctrl is currently managed by seasoned esport pioneers, Sundance DiGiovanni, Skyler Johnson and Glenn Delgado.
Closer to European shores, similar deals of this nature include Spanish esports brand MAD Lions agreeing to a partnership with fellow Spanish firm Crown Esports Nutrition.
“We are excited to be working with Crown Esports Nutrition, a brand that prioritises scientific research and evidence in all of its products,” said Vegetta777, a MAD Lions Club Member.
“We want to bring all of that industry knowledge and transfer all of the great lessons and best practices to the world of esports.”
LDN UTD & Bio-Synergy
Meanwhile, June saw the formation of a nutrition-focused deal between London-based LDN UTD, and health and wellness firm Bio-Synergy.
In another agreement that emphasises diet, the partnership intends to equip LDN UTD’s players with nutrition guidelines, fitness routines, and products.
“As a grassroots esports organisation we aim to provide opportunity and accessibility to gamers of all backgrounds and give them the chance to further a career in gaming, whilst aligning with societal benefits,” said Oliver Weingarten, LDN UTD’s co-founder and current CEO. “For us that means education on health and nutrition are of paramount importance.
“We are pleased to have Bio-Synergy join the LDN UTD family, to support our League of Legends team and drive them to success via the supply of products and expert tutelage.”
Commenting on the deal with Nordavind, Kenneth Halvorsen, CEO of Denmark-based Bodylab, added, “With esports being one of the biggest sports in the world, we want to offer products that answer the unique demands of gamers and esports athletes.
“We at Bodylab are very pleased to have partnered with Nordavind, one of the largest esports teams in the Nordics, to support the players in their everyday training, as well as key competitions such as the 2021 Olympic Games in Tokyo.”
