Nevada-based sports and esports nutrition company GHOST announced Thursday that it has signed a multiyear partnership with global health and wellness brand GNC.
Financial terms of the partnership were not disclosed.
Under the terms of the new deal, GHOST Gamer has been named “official esports partner of GNC,” making it the exclusive vendor of esports lifestyle products for the company. GHOST Gamer products featuring flavors from partner brands such as Sour Patch Kids, Swedish Fish, and Sonic Drive-In fast food chains will also be sold at GNC retail locations.
“Authenticity as you know is super important in this category,” GHOST CEO Daniel Lourenco told The Esports Observer. “GNC doesn’t know anything about gaming, so they’re exclusively leaning on GHOST to bring them into the world of esports. I think the timing is right as gamers are not only looking for products like GHOST Gamer and Energy, but many are starting to care about overall health/fitness and looking for proteins (Ctrl good example), vitamins, etc. GNC carries the full Ghost range and has since launch in 2016.”
Lourenco added that GHOST Gamer is working with GNC on some activations such as contests and giveaways, as well as planning some future events.
GHOST signed a two-year partnership with gaming lifestyle company XSET in August of last year, which included jersey sponsorship, a limited edition XSET flavor, a merchandise line, and a content collaboration. It also sponsors several content creators and streamers. GNC has dabbled in esports in the past; in December of 2018 it partnered with U.S.-based World of Warcraft raiding guild Limit for a one-off sponsorship deal.
GNC, a brand of Chinese pharmaceutical manufacturer Harbin Pharmaceutical Group, claims more than 4,800 retail locations throughout the United States (including franchises and store-in-store operations with partners) as well as franchise operations in 46 international markets.
