Gen.G secures content partnership with Bose

20 September 2022


Image credit: Gen.G

Multinational esports organisation Gen.G has partnered with American audio manufacturer Bose to create online events, experiences and activations for fans.

The partnership is set to include two new content releases, as well as a sponsorship of Gen.G’s NBA 2K team.

For now, the biggest content drop will be a series of eight livestreams beginning September 21st. The streams will include a mini-gameshow called ‘Guess that song’, featuring Gen.G content creators alongside special guests such as VALORANT voice actress Shannon Williams.

An original content series will also be created, showcasing four recording artists explaining their relationship with gaming. According to a release, the series will launch on Gen.G’s Instagram and Twitter.

Finally, Gen.G will see its NBA 2K team — the Gen.G Tigers —carry Bose branding on boards around the stadium

The partnership is the third announced this month by Gen.G, following a partnership with Puma, as well as its delve into the Metaverse through a collaboration with Crocs. Perhaps one of Bose’s highest profile esports partnerships included an audio deal with League of Legends for its global events.

The multi-faceted content partnership remains part of a trend among esports teams of going beyond gear provision and logo inclusions to create original activations that provide more value for fans.

Last month, Esports Insider interviewed influencer management company Mind Future on the best ways to create meaningful partnerships.

Gina Chung, Chief Marketing Officer at Gen.G commented: “Sound has obviously been an integral part of gaming. Without it, there’s honestly no life behind the video games we play.

“We’re really excited to be partnering with Bose to create more memories that fans won’t soon forget.”

Patrick Walker
Patrick is a freelance writer for ESI based in London, reporting on esports marketing and partnerships trends. He's currently playing VALORANT and Overwatch but always looking for the next big thing in competitive gaming.