G2 Esports’ partnership with Brandgenuity has resulted in three licensing deals, covering apparel, collectibles, and publishing.

The partnership between the Berlin-based esports organisation and the brand licensing agency, which was announced in May this year, has led to agreements with Difuzed, The Koyo Store, and Merch Management. 

Under the licensing deals, Difuzed will be providing multiple drops of streetwear, available through G2’s new online store. 

Meanwhile, The Koyo Store will create a range of G2-branded collectible logo and player cards, pins, keychains, and coins. These will be available through The Koyo Store website and selected stores in Europe, North America, and Australia. 

Finally, Merch Management will be offering print-on-demand apparel via Amazon. A range of branded stationary, including notepads, colouring books, journals, and sketchbooks, may also be made available via Amazon in the UK, US, Germany, France, Italy, Canada, and Spain. 

Commenting on the news CEO & Founder of G2 Esports, Carlos Rodrigues, said:

“No other esports organization is currently set up to take advantage of the power of their brands like G2 is right now. With the addition of these three licensing partners, G2 will be in prime position to create some amazing collaborations for our fans to enjoy.”

While Managing Director, Brandgenuity Europe, Teri Niadna, added:

“We are thrilled to be launching our program with these three partners, who will bring their expertise, unique design language and distribution to bear.

“This brand has everything we look for to build a great licensing program: double-digit growth trajectory, a distinctive personality and truly passionate fans.”

G2 Esports currently competes in League of Legends, Counter-Strike: Global Offensive, Rainbow Six Siege, Valorant, Rocket League, Fortnite, and sim racing. 

Brandgenuity has offices in New York, London, Munich, and Hong Kong, and an impressive list of major clients including Arm & Hammer, BMW, Budweiser, Corona, Covergirl, Hawaiian Tropic, and White Castle.

AYO.NEWS says:

As we’ve noted many times recently, merchandise is rapidly becoming a significant revenue source for large esports organisations. To be honest, in today’s print-on-demand world, with services like Amazon, Zazzle, Redbubble, Spreadshirt etc, perhaps the most surprising thing is that so many organisations still aren’t effectively merchandising their brands.

‘AYO.NEWS says’ features the opinion of the author and does not necessarily reflect the views of Pentagon Digital Limited or its affiliates or associates. 

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