Gen.G partners with Mercedes-Benz dealer Han Sung Motor

25 March 2020


Multinational organisation Gen.G has established a partnership with Mercedes-Benz Korea dealer, Han Sung Motor.

The deal will see Gen.G collaborate with Han Sung Motor on “unique experiences” for fans.

Han Sung Motor Gen.G
Image credit: Gen.G

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Han Sung Motor will supply vehicles to transport Gen.G’s players and host events and viewing parties, according to a tweet announcing the partnership. It wasn’t stated whether the deal includes teams from particular titles or if it’s organisation-wide.

Ulf Ausprung, CEO of Han Sung Motor, spoke on the alliance via Korea Herald: “The mutual partnership is truly going to be meaningful since it is the first such agreement with the esports industry as a domestic imported automobile dealer. As our brand gets more youthful with this momentum, we hope to give a new digitalized experience to the next generations. For both companies we see lots of synergies for potential ahead.”

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Han Sung Motor joins Benefit Cosmetics, Bumble, University of Kentucky, Elite Open School, McDonald’s, Silicon Valley Bank, DESKER, and Sidiz as a partner of Gen.G.

The organisation currently fields rosters in League of Legends, Overwatch, PlayerUnknown’s Battlegrounds, NBA 2K, Counter-Strike: Global Offensive, and Fortnite.

Esports Insider says: This deal seems similar to others we’ve seen between organisations and car dealerships, they’re not typically the most awe-inspiring partnerships but they are indeed convenient for the organisation’s players. We’re interested to see the activations so we can better judge the impact of the collaboration.

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