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Manchester City announced a new partnership with Gen.G, the world’s leading global esports organization.
Gen.G was founded in 2017 and currently has nine top-level teams, including League of Legends Valorant Overwatch. Gen.G is the winner of eight championships, including two victories in the League of Legends World Championship.
Manchester City is the current Premier League Champion, having won the title in each of the last three seasons. The Club won the English Cup and the Champions of Europe during the 2022-23 campaign, making it a historic triple.
This exciting collaboration will bring together football and esports fans to create bespoke experiences, unique engagement opportunities, and new content across multiple platforms, as well as fan events including South Korea and UK.
Manchester City’s esports team has seen a healthy growth over the past few years. The roster includes professional Fortnite teams and EA Sports FIFA with a global roster of players, including “Shellzz”, 2020/21 ePremier league champion and “Threats”, 2023 DreamHack San Diego Winner.
City and Gen.G will explore new avenues for co-branded merchandise in order to launch limited edition items that fans can enjoy.
This collaboration, following Manchester City’s announcement that the Club will visit Seoul in July 2023/24 as part of preseason preparations for the season to come, will allow both organisations to maximize the club’s Asian presence as they prepare to enter the new Premier League season as the reigning Premier League champions.
Gavin Johnson, City Football Group’s Media Director, said: “We are thrilled to launch the Manchester City and Gen.G collaboration, which is another fantastic addition to our growing involvement in esports. This will further increase the Club’s presence in South Korea and throughout the region.” We hope that by working with Gen.G – a highly successful gaming company – we can create a unique synergy between global audiences and provide both organizations with the opportunity to create exciting experiences.
Arnold Hur, Gen.G Esports CEO, stated: “We have been searching for the best in the sports world to learn what it takes to keep a championship mentality even when the lights are brightest. We are excited to be working with the newly crowned Champions, Manchester City, under the banner of GEN CITY. We are very excited about the partnership, both for our educational and competitive academy teams. We hope to continue this collaboration in the future.
