Manchester City partners with Gen.G Esports for innovative collaboration.
Fusion of soccer and esports creates unique experiences.
Gen.G Esports' rise and the future of sports convergence.
GenGManCity
The English soccer team Manchester City has just announced that it will be forming a new collaborative project with the esports franchise, Gen.G Esports.
The project will aim to combine the two audiences for soccer and esports in one with a series of ‘bespoke experiences and engagement opportunities’. The new venture will also include a variety of in-person promotions in South Korea - the home of of Gen.G Esports and competitive gaming.
This follows on from Manchester City’s recent decision to visit the South Korean capital, Seoul, this summer as part of its preparations for the 2023/24 Premier League season. It’s hoped that the initiative will bolster the soccer club’s visibility in Asia, which is one of the key growth areas of soccer.
Not only will Manchester City be expecting to benefit from Gen.G’s huge appeal among a young demographic, but Gen.G Esports will also be hoping to gain from the new partnership. The CEO of Gen.G Esports, Arnold Hur, said that they would be hoping to, ‘learn from the sports world's best about what it takes to maintain a championship mindset even under the brightest lights of competition.’
The collaborative venue would proceed under the banner of GEN CITY, and there promises to be a range of branded merchandise boasting the new name, as well as exclusive limited edition products.
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Why Manchester City are getting serious about esports
The partnership with Gen.G Esports isn’t the first time that Manchester City have dipped their toes into the waters of competitive gaming. The soccer club have already formed their own esports side that has already put in some notable performances on the pro gaming circuit.
In particular, ‘Shellzz’ became the ePremier League Champion for Manchester City in the 2020/21 season, while ‘Threats’ won the 2023 DreamHack San Diego for the soccer club.
However, it looks like Manchester City are looking to expand beyond their impressive performances for EA Sports FIFA and Fortnite, and their partnership with Gen.G Esports could be a very shrewd move.
While Manchester City have enjoyed a remarkably successful season on the soccer pitch, winning the coveted ‘treble’, it’s clear that more needs to be done to bring a younger demographic to the sport. Engaging in the esports market could be one way of doing this.
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While Gen.G Esports was only formed in 2017, the Korean esports organization has already blazed a trail of success across the pro gaming realm. Gen.G currently hosts nine professional teams competing in everything from MOBA games like League of Legends through to more recent esports hits such as Overwatch and Valorant.
The past few years have seen Gen.G Esports winning several key global championships including the LoL Worlds, and the past two League of Legends Champions Korea tournaments.
The company has also found success through its Gen.G Global Academy esports education program. But by teaming up with a soccer club like Manchester City, it looks like this might just be getting started for this acclaimed esports organisation.
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