G2 Esports secures three licensees following Brandgenuity partnership

03 November 2020


Following on from its partnership with brand licensing agency Brandgenuity in May, G2 Esports has secured three licensees to boost the organisation’s apparel, collectibles and publishing divisions.

The three companies, Difuzed, The Koyo Store, and Merch Management, are expected to enhance the organisation’s merchandise through the creation and sale of new products which integrate G2’s branding.

Photo credit: G2 Esports

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Commenting on the announcement, Carlos Rodrigues, CEO & Founder, G2 Esports said: “No other esports organization is currently set up to take advantage of the power of their brands like G2 is right now. With the addition of these three licensing partners, G2 will be in prime position to create some amazing collaborations for our fans to enjoy.”

As a result of the agreement, Apparel company Difuzed will provide multiple drops of streetwear clothing, with the merchandise being made available on G2’s new eCommerce store. 

Meanwhile, The Koyo Store will create a range of collectible logo and player cards, pins, keychains and coins for fans. These collectibles will feature some of the organisation’s esports professionals along with the G2 Samurai mascot. Unlike the Difuzed agreement, the merchandise will be available on The Koyo Store website along with some stores in Europe, North America and Australia.

Finally, Merch Management’s partnership with G2 sees the firm produce a print-on-demand apparel range for Merch by Amazon. The deal further extends the esports organisations apparel range by being made available on one of the UK’s biggest fashion retailers.

In addition, G2 will also have the chance to offer themed notepads, colouring books, journals and sketchbooks. The company’s Amazon product will be available to purchase in the UK, US, Germany, France, Italy, Canada and Spain.

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Teri Niadna, Managing Director, Brandgenuity Europe added: “We are thrilled to be launching our program with these three partners, who will bring their expertise, unique design language and distribution to bear.

“This brand has everything we look for to build a great licensing program: double-digit growth trajectory, a distinctive personality and truly passionate fans.”

Esports Insider says: Despite G2 and Brandgenuity’s partnership only commencing earlier this year the esports organisation already has three licensees signed off. With the addition of Difuzed, The Koyo Store, and Merch Management, G2 will be hoping to continue strengthening its merchandise and apparel division, particularly in regards to expanding its global reach and providing unique products.

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