European esports organisation G2 Esports has bolstered its leadership team by appointing gaming and technology veteran Henning Christiansson as its new Commercial Director.
Alongside Christiansson, G2 has also announced the promotion of Julius Ylänne to Director of Esports. Ylänne joined G2 at the end of 2020 and was previously the organisation’s Head of Esports.
The duo will lead G2’s commercial team with the goal to diversify its revenues and accelerate growth. In the following months, G2 announced that it plans to hire a Finance Director and a Marketing Director to complete the structure.
G2 Esports noted that the new director-level roles will sit below the C-suite personnel and aim to provide stronger support to the organisation’s various departments.
Before joining G2, Christiansson worked for nearly six years as Logitech G’s Global Commercial Manager for Esports and Pro Series. Prior to that, he was a Global Project Manager for LAN gaming and esports festival DreamHack.
With Christiansson’s arrival, the organisation is looking to build on its portfolio of partners, which already includes large brands such as Red Bull, Ralph Lauren, Mastercard and Jägermeister.
After establishing itself at the top of the European esports landscape across multiple titles, the last 12 months have seen the organisation expand into various non-European markets. It fields North American rosters in Rocket League and Call of Duty with Minnesota RØKKR while also securing a slot in VCT Americas. In Asia, G2 Esports is present in the Philippines with its G2 Blacklist roster in Wild Rift, and G2.iG in Dota 2 in China.
G2 Esports’ new Commercial Director, Henning Christiansson, commented: “What makes G2 such a compelling proposition for brands and partners is its ability to engage and entertain arguably the most diverse audience in esports.
“G2 is competitively dominant in Europe, China, and North America, but its fans are captivated regardless of whether its teams win or lose, which is rare. I’m joining an ambitious and creative team that’s never satisfied with the status quo, and I see this as an incredible opportunity to fortify G2’s commercial success, and to continue raising the bar with trusted partners at our side.”
