Gaming brand, G2 Esports, has launched a partnership with Jägermeister. The partnership aims to introduce esports to a new audience, while giving G2 the chance to celebrate its successes bigger and better than before.

G2 will look to enhance the experience of audiences by taking community activities to the next level. This includes, elevating and enabling nights for gaming enthusiasts, rewarding fans and giving them access to special moments and their favorite talents.

The brands will kick off the announcement with a Jägermeister x G2 Party on May 12 in London, where fans can play games in G2 gaming booths, while enjoying live music.

As part of the partnership, the brands will team up to create a new content series to be released later in the year. Fans also will have the opportunity to buy limited-edition apparel where the brands will blend their innovative design experience to create unique pieces.

“We are thrilled to be announcing this partnership and to lead Jägermeister’s first venture into the world of gaming,” says Sabrina Ratih, chief operating officer, G2 Esports. “Jägermeister is a giant and iconic brand that has nurtured brand love far beyond the product. Seeing us jointly work on creating better experiences for our fans and celebrating the best nights in esports is a dream come true for everyone at G2 and we cannot wait for our fans to see what we’ve got coming up.”

“We are excited to be announcing our partnership with G2 Esports, a powerful collaboration that marries our iconic brand with the dynamic world of competitive gaming,” says Sven Schindler, head, global brand and digital, Jägermeister SE. “Jägermeister brings you the best nights of your life today and tomorrow, while G2 Esports brings people together for joyful and celebratory moments. By joining forces, we aim to elevate these experiences to the next level, delivering unforgettable moments for G2 fans and beyond.”