Gen.G agrees strategic alliance with SPORTFIVE

18 October 2022


Image credit: Gen.G / SPORTFIVE

Multinational esports organisation Gen.G has secured a strategic partnership with sports and esports marketing agency SPORTFIVE.

The multi-year deal will be focused on improving and growing Gen.G’s commercial portfolio. SPORTFIVE will also become the lead commercial representative for Gen.G.

SPORTFIVE has significant experience both in esports and in the traditional sports market. The company is a partner of a large number of sports and esports teams, such as NYXL and Misfits in 2021. Primary SPOTFIVE is known for being an important facilitator of high-profile sponsorships in the esports industry. The company notably helped Fnatic secure its partnership with ASOS after Fnatic and OnePlus parted ways.

SPORTFIVE will work closely with Gen.G and will take over all marketing for the organisation’s commercial rights. This includes securing long-term partnerships and managing sponsorship engagements with brands.

Gen.G boasts a wide range of notable commercial partners already. This includes the likes of Bose, TiMi Esports, Mobil 1, Crocs and PUMA. SPORTFIVE will aim to help Gen.G secure more partnerships, as well as help manage its existing sponsors.

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Gen.G currently has rosters in NBA 2K, Fortnite, League of Legends, Overwatch and PUBG, spread across three countries. Recently, the organisation was accepted as a partner team for VALORANT’s VCT Pacific international league.

The international nature of the organisation will help its sponsorship efforts greatly, and the two parties emphasised how important the partnership is for growing Gen.G’s global reach.

Martin Kim, CRO of Gen.G, commented: “We are thrilled to team up with SPORTFIVE to boost our commercial efforts in the market.

“With our cross-market focus, it is perfect to partner with an internationally renowned agency like SPORTFIVE and leverage on its sales expertise and extensive global network to identify the right partnership opportunities for our esports teams and gaming portfolio.” 

Ivan Šimić
Ivan comes from Croatia, loves weird simulator games, and is terrible at playing anything else. Spent 5 years writing about tech and esports in Croatia, and is now doing it here.