G2 Esports taps Brandgenuity to build out global licensing program

Berlin-based organisation G2 Esports has brought in Brandgenuity to assist with strategically expanding its global licensing program.

Brandgenuity is a brand licensing agency that has worked with companies such as Budweiser, BMW, and Arm & Hammer.

G2 Esports Brandgenuity
Photo credit: Riot Games

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Carlos ‘ocelote’ Rodriquez, Founder and CEO of G2 Esports, spoke on the decision in a release: “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. 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.”

Many esports organizations are expanding into apparel deals. 100 Thieves is pushing forward as a fashion brand, T1’s official apparel partner is Nike, and Team Liquid has partnered with Marvel for custom clothing.

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Teri Niadna, Managing Director of Brandgenuity Europe, also commented: “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.”

G2 Esports is currently partnered with esports merchandising company We Are Nations, which also handles apparel for the likes of Cloud9, MIBR, Misfits Gaming, North, and OG.

Esports Insider says: Licensing deals are one of the quickest ways to turn fandom into revenue. Unlike most sports teams, esports organisations are typically not beholden to an overarching league who must approve licensing deals – this awards them a lot of freedom, and potentially a lot of money, by selling their logos and fan bases to companies. 

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