LEC team Origen to be rebranded as Astralis following brand consolidation

 

The Astralis Group has consolidated all of its esports teams into one brand. This change will affect the League of Legends team previously known as Origen and the FIFA roster known as Future FC, who will be operating under the brand of Astralis Group.

 

According to the CEO of Astralis Group, Anders Hørsholt, the change comes from a strategic decision to create a global brand, recognized across all esports. “Digitally, physically and team-wise, all our future activities will be done in the Astralis name and based upon the same values that characterize the organization”, shares Hørsholt.

 

With the goal of being the guiding star for aspiring gamers, the organization will be making investments in media activities, new merchandise, and fan-related products.

“We are investing significantly in this, to elevate everything around our teams. From the way we work with the individual players and teams, the culture of the organization, and what we offer to fans and our other stakeholders. We want to champion the positive potential of gaming through example, by providing a guiding star for aspiring gamers worldwide”, said  Hørsholt.

 

The changes to the Origen team have already begun too, with General Manager Marin "Deficio" Lynge said to be stepping back in the coming weeks. Origen founder Enrique "xPeke" Cedeño will also step back, though remain a shareholder in Astralis.

 

Furthermore, the future of former Origen head coach Andre "Guilhoto" Guilhoto is "yet to be determined", as Astralis has promoted Baltat "AoD" Alin-Ciprian from assistant to head coach. Changes to the coaching staff are not entirely unexpected, given Origen's lackluster performance in 2020 and especially in the Summer Split, where they finished as the last place team with 6-12 record.


Head Coach: Baltat "AoD" Alin-Ciprian

Assistant Coach: Bjørn-Vegar "iHansen" Hansen

Performance Manager: Lars Robl

 


 

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