Brandgenuity announced that it has secured the first three licensees for G2 Esports.

G2 creates content across every major social media platform and is home to some of the top competitive esports players in the world and the biggest personalities in gaming. With the new deals, G2 is building momentum in licensing to excite fans with a breadth of badge wear and consumer products on a global scale.

“No other esports organization is currently set up to take advantage of the power of their brands like G2 is right now,” says Carlos Rodrigues, chief executive officer and founder, G2 Esports. “With the addition of these three licensing partners, G2 will be in prime position to create some amazing collaborations for our fans to enjoy."

Difuzed has joined the G2 Army as the brand’s first new lifestyle apparel licensee, producing multiple drops of streetwear styles. Each product line will be available in the newly relaunched G2 ecommerce store at key occasions throughout the year and provide fans with seasonal product.

The Koyo Store will produce a range of collectible logo and player cards, pins, keychains and coins for fans to engage with their favorite team gamers and the G2 Samurai mascot. The limited-edition collectibles will be available through The Koyo Store website as well as specialty stores throughout Europe, North America and Australia.

Merch Management rounds out the trio of first licensees. Merch Management will produce a print-on-demand apparel range for Merch by Amazon, to further extend G2’s apparel program on the platform. G2 will also leverage Amazon’s Kindle direct publishing platform to offer a range of notepads, coloring books, journals and sketch books. Products by Amazon will be available to purchase in the U.S., Canada, U.K., Germany, France, Italy and Spain.

“We are thrilled to be launching our program with these three partners, who will bring their expertise, unique design language and distribution to bear,” says Teri Niadna, managing director, Brandgenuity Europe. “This brand has everything we look for to build a great licensing program: double-digit growth trajectory, a distinctive personality and truly passionate fans.”

G2 recently relaunched their ecommerce partners in Europe and North America to help meet growing global interest in the brand. Alongside their own retail relationships, licensees will utilize these new sites as the main ecommerce destination for G2 licensed product to ensure a broad distribution to maximize customer reach.

Other categories for expansion include lifestyle apparel and accessories, gifts, interactive, collectibles, collaborations and experiences. Brandgenuity inked a representation deal with G2 last May.