Manchester City Partners Up With Gen.G Esports

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.

Best Brand

BetMGM Deal

Up To $1500 in Bonus Bets Paid Back if your First Bet Does Not Win

Join now!

Gambling problem? Call 1-800-GAMBLER or 1-800-MY-RESET (Available in the US) 877-8-HOPENY or text HOPENY (467369) (NY) 1-800-327-5050 (MA), 1-800-BETS-OFF (IA), 1-800-981-0023 (PR). 21+ only. Please Gamble Responsibly. See BetMGM.com for Terms. First Bet Offer for new customers only (if applicable). Subject to eligibility requirements. Bonus bets are non-withdrawable. In partnership with Kansas Crossing Casino and Hotel. Promotional offers not available in Mississippi, Massachusetts, New York, Ontario, or Puerto Rico.

Best Bonus

DraftKings Deal

New DraftKings Customer: SPEND $5, GET $200 IN BONUSES

Bonus here!

To be eligible for DraftKings Sportsbook and the Promotion, you must be physically located in AR, AZ, CO, CT, DC, IA, IL, IN, KS, KY, LA (select parishes), MA, MD, ME, MI, MO, NC, NJ, NH, NY, OH, OR, PA, PR (residents only), TN, VA, VT, WY, WV, CA-ONT or CA-AB (each an “Eligible Jurisdiction” or, collectively, the “Eligible Jurisdictions”). Must be 21+ years of age or older (18+ if in DC/NH/PR/WY/CA-AB) (19+ in CA-ONT). GAMBLING PROBLEM? CALL 1-800-GAMBLER or 1-800-MY-RESET, (800) 327-5050 or visit gamblinghelplinema.org (MA) Please Gamble Responsibly. 888-789-7777/visit ccpg.org (CT), or visit www.mdgamblinghelp.org (MD), 1-800-981-0023 (PR). 21+ and present in most states. (18+ DC/NH/PR/WY). Void in CAN. Eligibility restrictions apply. On behalf of Boot Hill Casino (KS). Pass-thru of per wager tax may apply in IL. 1 per new DraftKings customer. $5+ first-time bet req. Max. $200 issued as non-withdrawable Bonus Bets. Stake removed from payout. Reward issued as $50 in Bonus Bets every 7 days via click-to-claim for 21 days. Bonus Bets and click-to-claims expire 7 days (168hrs) after issuance. Terms: Promos | DraftKings Sportsbook . Ends 9/20/26 at 11:59 PM ET. Sponsored by DK.

Newcomer

FanDuel Deal

New Users – Get $350 in Bonus Bets when you wager $5 for 7 days

Get bonus now

Gambling Problem? Call 1-800-GAMBLER or 1-800-MY-RESET. Call 1-888-789-7777 or visit ccpg.org/chat (CT). Hope is here. GamblingHelpLineMA.org or call (800) 327-5050 for 24/7 support (MA). Visit www.mdgamblinghelp.org (MD). Call 1-877-8HOPE-NY or text HOPENY (467369) (NY). 21+ (18+ D.C., KY, WY) and present in select states (for KS, in affiliation with Kansas Star Casino). First online real money wager only. Min $5 wager required for 7 consecutive days.$5 first deposit required. Bonus issued as nonwithdrawable bonus bets which expire 7 days after receipt. Restrictions apply. See terms at sportsbook.fanduel.com. Call 1-877-770-7867 (LA). ™/© 2026 MLB

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.

4.9/5

BetMGM Review

Up To $1500 in Bonus Bets Paid Back if your First Bet Does Not Win

Bet now

Gambling problem? Call 1-800-GAMBLER or 1-800-MY-RESET (Available in the US) 877-8-HOPENY or text HOPENY (467369) (NY) 1-800-327-5050 (MA), 1-800-BETS-OFF (IA), 1-800-981-0023 (PR). 21+ only. Please Gamble Responsibly. See BetMGM.com for Terms. First Bet Offer for new customers only (if applicable). Subject to eligibility requirements. Bonus bets are non-withdrawable. In partnership with Kansas Crossing Casino and Hotel. Promotional offers not available in Mississippi, Massachusetts, New York, Ontario, or Puerto Rico.

4.8/5

DraftKings Review

New DraftKings Customer: SPEND $5, GET $200 IN BONUSES

Bet now

To be eligible for DraftKings Sportsbook and the Promotion, you must be physically located in AR, AZ, CO, CT, DC, IA, IL, IN, KS, KY, LA (select parishes), MA, MD, ME, MI, MO, NC, NJ, NH, NY, OH, OR, PA, PR (residents only), TN, VA, VT, WY, WV, CA-ONT or CA-AB (each an “Eligible Jurisdiction” or, collectively, the “Eligible Jurisdictions”). Must be 21+ years of age or older (18+ if in DC/NH/PR/WY/CA-AB) (19+ in CA-ONT). GAMBLING PROBLEM? CALL 1-800-GAMBLER or 1-800-MY-RESET, (800) 327-5050 or visit gamblinghelplinema.org (MA) Please Gamble Responsibly. 888-789-7777/visit ccpg.org (CT), or visit www.mdgamblinghelp.org (MD), 1-800-981-0023 (PR). 21+ and present in most states. (18+ DC/NH/PR/WY). Void in CAN. Eligibility restrictions apply. On behalf of Boot Hill Casino (KS). Pass-thru of per wager tax may apply in IL. 1 per new DraftKings customer. $5+ first-time bet req. Max. $200 issued as non-withdrawable Bonus Bets. Stake removed from payout. Reward issued as $50 in Bonus Bets every 7 days via click-to-claim for 21 days. Bonus Bets and click-to-claims expire 7 days (168hrs) after issuance. Terms: Promos | DraftKings Sportsbook . Ends 9/20/26 at 11:59 PM ET. Sponsored by DK.

4.8/5

FanDuel Review

New Users – Get $350 in Bonus Bets when you wager $5 for 7 days

Bet now

Gambling Problem? Call 1-800-GAMBLER or 1-800-MY-RESET. Call 1-888-789-7777 or visit ccpg.org/chat (CT). Hope is here. GamblingHelpLineMA.org or call (800) 327-5050 for 24/7 support (MA). Visit www.mdgamblinghelp.org (MD). Call 1-877-8HOPE-NY or text HOPENY (467369) (NY). 21+ (18+ D.C., KY, WY) and present in select states (for KS, in affiliation with Kansas Star Casino). First online real money wager only. Min $5 wager required for 7 consecutive days.$5 first deposit required. Bonus issued as nonwithdrawable bonus bets which expire 7 days after receipt. Restrictions apply. See terms at sportsbook.fanduel.com. Call 1-877-770-7867 (LA). ™/© 2026 MLB

Gen.G Esports’ gradual rise to power

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.