ATK Gear partners with B8 Esports for IEM Beijing activation

ATK Gear has partnered with Ukraine-based B8 Esports for its first team activation in Counter-Strike 2. The campaign will run around IEM Beijing 2026 and test cooperation between ATK’s European and Chinese teams.

B8 will produce exclusive content for ATK’s Chinese audience during the event, including behind-the-scenes footage and digital activations. The agreement includes an option for B8 to place ATK’s logo on its jersey if the team qualifies for the PGL Singapore Major 2026.

ATK described the campaign as a short-term operational trial ahead of a potential longer-term Counter-Strike 2 campaign in 2027. The company will assess how its regional teams can work together and examine commercial opportunities between Western esports organisations and the Chinese market.

B8 players will test ATK’s latest gaming peripherals and provide feedback on their performance. The feedback will inform products that ATK plans to release in the coming months.

B8 Esports chief executive officer Vladyslav “arch” Svistov described gaming equipment as a performance tool and welcomed the opportunity for professional players to provide feedback to the manufacturer.

“With ATK’s global expansion, we are happy to announce our campaign with B8 Esports for IEM Beijing and potentially the Major,” ATK Gear global esports lead Johannes Preis said. “Our main priority with this partnership is to understand the synergies between the Western and Chinese CS2 markets and build a long-term campaign in CS2 on top of that for 2027.”

Preis added that B8’s recent results and support from its community influenced ATK’s decision to sign the partnership. He said working with the players would help ATK develop its product range and launch new products.

ATK previously expanded its esports presence through VALORANT partnerships with BBL Esports in EMEA and LEVIATÁN in the Americas. The company also signed player endorsement agreements with Timofey “Chronicle” Khromov and Erick “aspas” Santos before entering Counter-Strike 2 through a partnership with tournament organiser StarLadder for StarSeries Season 20.

B8 has also partnered with crypto platform PayPilot. The organisation is recruiting a head of partnerships or business development manager to expand its commercial operations.

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