Gen.G Esports and SPORTFIVE, the global marketing firm, announced on Tuesday the establishment of a new multi-year strategic partnership aimed at expanding the gaming organization’s commercial presence.
CRO of Gen.G, Martin Kim, commented on the deal by noting that it is a pleasure to be sharing marketing strategies and working together with such a successful company.
“We are thrilled to team up with SPORTFIVE to boost our commercial efforts in the market,” said Kim.
“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. We believe this partnership will allow us to explore new boundaries and develop unique concepts to connect with our audiences, and propel our Gen.G brand to the next level.”
SPORTFIVE will collaborate with Gen.G as its chief commercial representative to create an aggressive globalization strategy. The marketing company is in a strong position to assist in the creation and growth of long-term value for all of Gen.G’s stakeholders, as it has over 30 years of expertise working with recognized brands in Asia and a variety of other markets.
As part of this deal, SPORTFIVE will be charged with marketing all of Gen.G’s commercial rights. A big part of that responsibility will be to secure long-term partnerships and handle sponsorship contracts with like-minded brands in the organization’s major markets.
The President of Global Esports Partnerships at SPORTFIVE, Eike Gyllensvard, said the company’s entire team was thrilled to be partnering with the successful esports outfit, and that he and his colleagues were looking forward to being a part of Gen.G’s future growth.
“SPORTFIVE is proud to be selected as the lead commercial partner of Gen.G, a leading global esports organisation with one of the most exciting rosters of esports teams and gaming talents,” Gunnar said.
“The global esports market revenue is growing exponentially every year, with a major segment attributed to sponsorships. More and more non-endemic brands are also realising the attractiveness and popularity of esports as a marketing opportunity, especially when engaging with the younger demographic. As such, we are thrilled to be teaming up with Gen.G in these exciting times, to optimise their commercial potential and maximise value for their avid global gaming audience.”
SPORTFIVE possesses substantial experience in both the traditional sports sector and the esports industry. The company has partnered with a significant number of sports and esports teams, including NYXL and Misfits in 2021.
Within the esports industry, SPORTFIVE is best known as an influential mediator of high-profile sponsorships. After Fnatic’s partnership with OnePlus ended, the firm was instrumental in assisting the Swedish organization in securing a deal with ASOS.
On the other hand, Gen.G has cultivated relationships with a diverse spectrum of noteworthy business partners including Bose, TiMi Esports, Mobil 1, Crocs, and PUMA. SPORTFIVE will work toward assisting the organization in securing further partnerships and helping to better manage its existing partners.
Gen.G has teams competing all across the globe in game titles such as NBA 2K, Fortnite, League of Legends, Overwatch, and PUBG. The Korean organization recently received confirmation that it will be able to participate in Valorant’s Asia-Pacific international league as a partner team.
Gen.G’s League of Legends team is presently competing at the 2022 LoL World Championship. The LCK Summer 2022 champions are scheduled to face DWG KIA in the quarterfinals this Saturday, with Gen.G pegged as -400 favourites at BetOnline.