Gen.G partners with Red Card Global to aid Southeast Asia expansion

Gen.G Esports announced today that it has enlisted the services of sports marketing agency Red Card Global as it eyes expansion within the Southeast Asian esports market.

Founded in 2005, Red Card Global has been involved in many traditional sports partnerships in the SEA region, including with brands such as Coca-Cola, Puma, and Toyota.

Image credit: Riot Games

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R Sasikumar, founder of Red Card Global, commented in the release: “Esports is a space that cannot be ignored. We have been involved in some major traditional sports deals in Asia over the past 15 years, and we are proud to form this partnership with Gen.G, allowing our new partners to tap on our extensive network in Southeast Asia, a market that is 600 million people strong. The work has already started and we are working for an early win.”

Red Card Global’s clients also include well-established organisations such as the Asian Football Confederation (AFC) and International Premier Tennis League (IPTL).

Gen.G is a leading esports organisation connecting the United States and Asia. In 2019, Gen.G successfully completed a USD $46 million (£35.3 million) funding round that attracted actor Will Smith as an investor.

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Gen.G has expanded its competitive teams into numerous games across regions, including with the NBA 2K League’s Gen.G Tigers of Shanghai – the only team not associated with an existing NBA franchise. The organisation also fields a team in League of Legends Champions Korea (LCK) and operates the Overwatch League’s Seoul Dynasty.

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Kevin Chou, Chairman and founder of Gen.G, added: “Southeast Asia is esports’ fastest-growing market, and home to some of the best talents in the world. Gen.G has already recruited star players from the region, such as BnTeT, and won major tournaments in the region. Gen.G is now ready to form strategic partnerships in the region to anchor our next major global expansion. Esports is the first truly global sporting community, and Gen.G will be the first esports organization to expand to the region in a significant way.”

Esports Insider says: It is great to see that world-known esports organisation is looking to set its foot into the Southeast Asia region. Southeast Asia is a region full of gems that is yet to be discovered. Let’s see what Gen.G and Red Card can bring into the Southeast Asia region.

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