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Absolut Vodka, Ballantine’s Scotch whisky and Jameson Irish Whiskey will make their collective esports debut at France’s first ever Counter-Strike Major in May 2023, as partners of the BLAST-organised tournament, which will see the world’s best CS:GO players descend on Paris to compete for $1.25 million in prizes.

The partnership reflects the shared mission across the brands of connecting and bringing people together from all corners of the world. Ballantine’s, the No.1 Scotch whisky in Europe, who proudly champions those who stay true themselves, first entered the gaming arena last year through its collaboration with Gearbox’s franchise, Borderlands The Game, recruiting the game’s character, Mad Moxxi, to open up the category to new audiences.

This is the first gaming and esports partnership for Absolut Vodka. The iconic brand has pioneered forward thinking and inclusive experiences since 1979, in the name of positive change being made through connection and diversity. Jameson Irish Whiskey, the world’s most loved and shared Irish whiskey, also makes its debut into the captivating world of esports through this partnership.

The brands will be going behind closed doors with key players to share untold stories of past legends, current champs and the broader Counter Strike community through behind the scenes content. In addition to sponsoring the popular Overtime Show, which sees members of the Paris Major broadcast talent team discussing all things Counter-Strike, the partnership will encompass immersive one-off experiences at the tournament, fan-led watch party activations in multiple markets, digital branding, broadcast content integration to’s 100+ global territory reach and social giveaways.

Oliver Clarke, Commercial Director at BLAST, said: “We are delighted to have Absolut, Ballantine’s and Jameson onboard for the Paris Major, their first large-scale, collective esports partnership. We look forward to working together to deliver unique content, digital integrations and activations to the global gaming community at one of the world’s most revered and popular esports events.”

Tom Elton, Ballantine’s Global Head of Culture & Partnerships, on behalf of Absolut, Ballantine’s and Jameson said: “Our brands are all about the shared moments in life and with esports at the centre of new communities across the globe, we are delighted to announce Absolut, Ballantine’s, and Jameson’s partnership with the Paris Major 2023. This year marks the 10-year celebration and final ever CS:GO Majors. With online gaming continuing to grow in popularity, we’re also thrilled that this championship will take place in Pernod Ricard’s home country of France.”

The Paris Major is one of the most renowned and highly-regarded esports events in the calendar year, giving thousands of teams from all around the world an opportunity to compete for a £1.25 million prize pool, a chance to etch their names in Counter-Strike folklore and a shot at being named the best team in the world.

The Paris Major joins a list of high-profile international events taking place in France over the next few years, alongside: 2023 Rugby World Cup, 2024 Olympic and Paralympic Games in Paris and the 2025 Rugby League World Cup.

2023 will mark 10-years of Counter-Strike Majors and the Major will celebrate this momentous occasion by looking back at some of the most iconic moments from the pinnacle of esports and Counter-Strike.

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By Zoltan Tundik

Zoltán Tűndik-Kiszner-Szilágyi is the Co-Founder, Co-Owner and Head of Business at Hipther Agency, parent brand of WireUp, European Gaming, PICANTE, and Gaming Americas. Zoltán is a self-taught publisher and events organizer who has developed several brands and services that have increased the notoriety of his company within several multi-billion industries. Among the developed brands and services you can find online news portals that cover several tech industries, gaming, blockchain, fintech, artificial intelligence, and more. In parallel, the company has built a portfolio of annually organized boutique-style conferences in Europe and North America. All the events organized by his company focus on bringing a wealth of information about the latest innovation in several industries such as Entertainment, Technology, Gaming and Gambling, Blockchain, Artificial Intelligence, Fintech, Quantum Technology, Legal Cannabis, Health and Lifestyle, VR/AR, eSports and many more.