Gen.G teams up with Manchester City for series of activations

gen g partners with manchester city
Image credit: Manchester City/Gen.G

Multinational esports organisation Gen.G has announced a partnership with English football club Manchester City

As part of the deal, both entities will work together to create unique experiences and engagement opportunities for their fans, including events in South Korea and the UK.

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The partnership follows Man City’s recent announcement regarding its visit to Seoul, South Korea, as part of its preseason preparations for the 2023/24 season. According to a release, the collaboration presents an additional opportunity for both entities to enhance and maximise the club’s presence in Asia. 

In addition, Man City and Gen.G will venture into exploring co-branded merchandise, with a focus on launching limited-edition products for fans.

The football club has previously collaborated with North American epsorts organisation FaZe Clan since 2019. This included hosting a pop-up event ahead of the football club’s Premier League with Liverpool last year.

In recent years, Man City’s own esports division has experienced significant expansion, establishing professional teams in popular titles like Fortnite and EA Sports FIFA. Its player roster also boasts notable talents such as ‘Shellzz’, the reigning ePremier League Champion of 2020/21, and ‘Threats’, the victor of the 2023 DreamHack San Diego competition.

Arnold Hur, CEO of Gen.G Esports, commented on the partnership: “We’ve been on a search to learn from the sports world’s best about what it takes to maintain a championship mindset even under the brightest lights of competition, and we are excited to work with the newly crowned champions, Manchester City under the banner of GEN CITY.

“We are incredibly excited about this partnership both for our competitive pro and educational academy teams and hope to build upon this collaboration into the future.”

In other news, earlier this year, Gen.G extended its partnership with the fast food chain McDonald’s, announcing the launch of another season of the McDonald’s Gaming League.

Radina Koutsafti
Radina has been a Freelance Journalist for Esports Insider since 2021. When not playing Apex Legends, she enjoys writing about tech, equality and education in esports.