G2 Esports, one of the leading entertainment brands in esports, announced a partnership with Brandgenuity to strategically expand its global licensing program. Brandgenuity will expand G2’s licensing programs into new categories to reach fans worldwide.
“We are thrilled to be working with G2 Esports, who are one of the most dominant teams in the world, and the undisputed leaders in fan engagement and world-class entertainment,” 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.”
Categories for expansion include lifestyle apparel and accessories, gifts, digital, collectibles, collaborations and experiences. Esports is driven by audience participation, so the #G2ARMY will be invited to contribute their own creative work through various social media competitions. With this partnership, Brandgenuity adds the first esports company to its portfolio.
“G2 is building a lifestyle and entertainment empire,” says Carlos “Ocelote” Rodriguez, founder and chief executive officer, G2 Esports. “We have designed and developed streetwear-inspired collections and merchandise that sell out almost instantly thanks to the #G2ARMY, and we want to continue to bring our fans merchandise that makes them proud to rep G2. The Brandgenuity team demonstrated that they understood both our brand and our dedication to entertain at all costs, and we know they will propel us forward in our global licensing efforts.”