Multinational organisation Gen.G has partnered with American gas station brand Conoco to host a collegiate esports event.
Rivalry Week presented by Conoco sees the University of Colorado and the University of Montana’s esports programmes collide in Rocket League and Minecraft.
According to the release, this is Conoco’s first foray into esports.
The event sees both universities compete against each other in Rocket League on April 27th. The Minecraft competition, which takes place on April 29th, features both establishments attempting to build a replica Conoco station featuring ‘famous state landmarks’.
Jordan Sherman, Head of Revenue Operations at Gen.G, added: “There is so much continued momentum in the esports space on the collegiate level, and we can’t wait to help Conoco launch their first-ever esports activation.
“In traditional sports, only a few select members can participate in rivalry games. But by using gaming as a platform, we can provide the platform to expand the playing field by giving gaming clubs the opportunity to represent their universities in a fun and engaging setting.”
Gen.G has also revealed that the organisation will be partnering with live streaming marketplace Katz LIVE to promote both tournaments and produce highlight reels. The reels will be shared across the University of Colorado, University of Montana, and Gen.G’s social channels.
Sarah Bolding, Senior Director, Brands, for Conoco, added: “We’re always looking for new ways to connect with Conoco’s current and prospective consumers, and we’re excited to collaborate with Gen.G to get into the esports space.
“Rivalry Week is an exciting time to dive in and we can’t wait to see what kind of creative adventures and ideas unfold during this two-day activation.”
Rivalry Week will be streamed live on Gen.G’s twitch channel from 4:30pm MT on both days. Moreover, the event will be distributed via Katz LIVE across CTV platforms.
Esports Insider says: Gen.G continues its push to develop collegiate esports. Whilst the event may be more tailored towards participation, particularly with the Minecraft event, it’s always good to see another non-endemic brand step into the sector. Creating a sense of rivalry during the event is also a great way to drive participation and spark an interest in esports at a grassroots/ collegiate level.