Agency will expand global licensing programme for esports entertainment brand.
Esports entertainment brand, G2 Esports has partnered with Brandgenuity to strategically expand its global licensing programme.
The first esports company to join Brandgenuity’s portfolio, the agency is eyeing categories including lifestyle apparel and accessories, gifts, digital, collectables, collaborations and experiences.
As esports is driven by audience participation, the #G2ARMY will also be invited to contribute their own creative work through various social media competitions.
“G2 is building a lifestyle and entertainment empire,” explained Carlos ‘ocelote’ Rodriquez, founder and ceo of 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.”
Teri Niadna, md of Brandgenuity Europe, added: “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.
“This brand has everything we look for to build a great licensing programme; double-digit growth trajectory, a distinctive personality and truly passionate fans.”
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