South Korean esports organisation Gen.G has extended its partnership with hardware brand LG Electronics (LG).
As part of the deal, LG will continue to provide its LG UltraGear gaming monitors to GenG’s professional teams and the organisation’s educational programme, the Global Gen.G Academy.
Additionally, the two companies will collaborate to create a series of activations across the global esports scene. Gen.G’s players will also provide feedback to further fine-tune LG UltraGear products. Financial details of the partnership were not disclosed.
LG has been an active, and prominent, player in the esports space, with the company recently extending its partnership with the League of Legends’ LEC. The continued collaboration with Gen.G, which goes back to 2021, will allow the hardware brand to have a consistent presence across both Western and Eastern regions.
Over the year years, the Korean esports organisation has increased its portfolio of partners, having secured deals with Korean streaming platform AfreecaTV, clothing brand PUMA, energy drink brand Monster Energy, as well as peripherals company Roccat. At the end of December 2023, Gen.G entered a partnership with footwear brand Crocs for its Fortnite division.
Aside from partnering up with various brands in the consumer space, Gen.G has also developed ties within the amateur and grassroots esports scene through its Gen.G Academy programme, a professional educational programme to foster esports talents across the world. Founded in 2019, the programme has secured partnerships with educational institutions such as Yonsei University, University of Pennsylvania and the University of Warwick.
Arnold Hur, CEO of Gen.G Esports, commented: “It is such an honour to enter into our third year of partnership with LG UltraGear.
“Since 2021, they have been our partner in innovation, enriching the world of esports for gaming fans around the globe. They support not only our professional teams but also the development of the next generation of gamers in the Gen.G Global Academy.”
Late last year, Gen.G triggered criticism from Chinese netizens following a post on its Facebook account that spotlighted China and Taiwan. Gen.G later removed the post and made a public statement on social media platform Weibo, apologizing in both Chinese and Korean.