IC expands global sports strategy with major multi-year BLAST partnership
BLAST has today announced IC as the Official Online Trading Partner of BLAST Premier and BLAST Slam, marking a major move into global esports for one of the world’s most recognisable online trading brands.
The multi-year partnership extends IC's global sponsorship strategy into esports, with activations across BLAST’s international Counter-Strike and Dota 2 ecosystems, reaching millions of highly engaged, digitally native fans through live broadcasts, arena events, original content, and online experiences via BLAST.tv.
The partnership represents the next chapter in IC's global sports sponsorship strategy, extending the brand's presence into esports while reinforcing its long-term focus on precision, performance and technology.
IC will be integrated across the BLAST fan experience through broadcast branding, arena visibility, bespoke content, fan competitions and on-site activations, creating multiple opportunities to engage directly with audiences.
A key part of the collaboration will see IC present BLAST Higher Lower, BLAST.tv’s Counter-Strike 2 skin value game. The activation brings IC into the fan experience through a format centred on value, price comparison and quick judgement, all key factors in online trading.
Getting closer to the action, IC will also have the opportunity to connect directly with fans and guests at selected BLAST arena events through physical activations. A key touchpoint that will bring the brand closer to the live-event energy that has helped make esports one of the fastest-growing entertainment categories in the world.
James Brown, Commercial Director at BLAST, said:
“IC is exactly the type of ambitious global brand that shows where esports is heading.. By choosing BLAST as a platform, IC is investing in one of the most engaged digital audiences in global entertainment. This partnership goes far beyond brand visibility. IC will be part of the broadcast, part of the arena experience, part of our content and part of how fans engage with BLAST.tv. That is what makes this exciting. It is a brand using esports as a serious global media and engagement platform.
Tony Philip, Chief Marketing Officer at IC, said:
"At IC, we look for partnerships that reflect what our brand stands for. BLAST brings together technology, performance, precision and highly engaged global communities, making esports a natural extension of our sponsorship strategy. As our brand continues to evolve globally, this partnership allows us to connect with a new generation of digitally native audiences through experiences that reflect the values our brand is built on - technology, precision and performance."
IC will debut at the upcoming BLAST Premier Bounty, hosted in Malta from July 21st to the 3rd August. BLAST Premier Bounty is BLAST’s Counter-Strike tournament that signals the start of the second competitive season in 2026. 32 teams will battle it out in unique circumstances, selecting their opponents directly and attempting to win big from the $1,150,000 USD prize pool.
