London, UK —  Esports, one of the leading entertainment brands in esports, announced today a partnership with Brandgenuity to strategically expand its global licensing program. Brandgenuity assists powerful brands in building licensing businesses and will be working with G2 Esports to grow and expand its licensing programs into new categories to reach fans worldwide. Not only is G2 home to some of the best competitive players in the world and the biggest personalities in gaming, but it also dominates in creating entertaining content across every major social media platform, including Twitter, Instagram, Twitch, YouTube, and TikTok.

“G2 is building a lifestyle and entertainment empire. 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,” said Carlos “ocelote” Rodriguez, G2 Esports Founder and CEO. “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.”

Esports is exploding around the world, with revenue from media rights, advertising and sponsorships expected to increase 15.7% this year to $1.1 billion, according to Newzoo1, with an anticipated total audience growth to 495.0 million people in 2020.2 Licensing is keeping pace with this growth and industry experts predict merchandise sales will continue growing, especially in the apparel and game equipment categories.3

Categories for expansion include lifestyle apparel & accessories, gifts, digital, collectibles, collaborations, and experiences. Esports is driven by audience participation so the #G2ARMY will be invited to contribute their own bold, graphic, and fierce creative work through various social media competitions. With this partnership, Brandgenuity adds the first esports company to its portfolio.

“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,” said 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.”

For licensing opportunities, please contact Brandgenuity at info@brandgenuity.com 

About G2 Esports

G2 Esports is one of the leading entertainment assets in esports, bringing together some of the best competitive players in the world and biggest personalities in gaming. The club was co-founded by legendary League of Legends player-turned-team owner, Carlos ‘ocelote’ Rodriguez, and veteran esports entrepreneur and investor, Jens Hilgers. Driven to elevate entertainment in esports, G2 has collaborated with the best partners, created top-of-the-line merchandise, developed unique and groundbreaking content, and enabled its players to surpass all obstacles to compete at the highest levels. G2 Esports is, and has been since inception, one of the most successful esports clubs in the world. 

About Brandgenuity

Brandgenuity is a leading global independent brand licensing agency that extends iconic brands into products, services and experiences that delight consumers, raise brand awareness and generate revenue. The agency’s clients include BMW, Sanrio, Church & Dwight, Unilever, MGM Studios, PUR, NFLPA and others. Brandgenuity has won numerous industry awards. For more information visit brandgenuity.com or contact info@brandgenuity.com.