This week in Esports: EG and Alliance go indie, TSM & C9 partner with Axe, PSG reveal ECS roster

16 December 2016


It’s been a somewhat quiet week in esports as the world and industry moves towards the festive period. Saying that, two of the biggest esports organisations have become independent, player owned organisations – EG and AllianceTSM and C9 are starting to reap the benefits of their partnership with Twitch as they attract Axe and Paris Saint-Germain carried on their strong esports showing thus far with their grand reveal of their League of Legends roster to compete in the European Challenger Series.


C9 and TSM partner with Axe

Similar posts appeared on both the C9 and TSM websites earlier this week reading along the lines of:

“We at TSM are proud to announce our new partnership with Axe, the No.1 men’s fragrance brand in the world*. As of today, Axe will be an official partner of TSM. We’re excited to bring Axe into the world of Esports and welcome them to the TSM family!” 

Earlier this month, both esports brands partnered with Twitch in a bit to attract a wider range of non-endemic sponsorship and so far, so good. Axe (Lynx in the UK) is a large, well respected brand and they’ve done well to bring them in. There’s very little detail on the amount the deal is worth or what will come of it – only time will tell. 

Read the full article here. 

Alliance and Evil Geniuses become independent player owned organisations

Two very well established esports brands (EG and Alliance) became independent from Twitch this week and officially became player owned.

Whilst the Alliance ownership structure hasn’t yet been fully revealed, it has been established that Peter ‘ppd’ Dager, a winner of The International 5 in Dota 2 with EG will be CEO and Clinton ‘Fear’ Loomis (another TI winner) will be a co-owner. 

Dager said “I’m excited, now that the company is in our control, that I can go out and pick up new teams and new talent to build up the EG organization to where it deserves to be.”

Read the full article here.

PSG reveal LoL team to compete in ECS

PSG produced quite the show when they announced their esports division and signing of two FIFA players after partnering with Webedia a while back. 

With Bora “YellOwStAr” Kim at the helm as Head of Esports, and having purchased a spot in the League of Legends European Challenger Series, the brand have been teasing their roster reveal for a while. 

When it came, it didn’t disappoint with the video every bit as emphatic and well planned as we have now come to expect from the French juggernaut. 

Read the full article and watch the video here.