Manchester City announce Gen.G partnership

Global esports organisation Gen.G and English professional football club Manchester City have announced a new partnership agreement. Through this collaboration, the interests of football and esports audiences will be combined, resulting in customised experiences and unique engagement opportunities tailored towards both sets of fans.

The deal will entail co-branded content featuring players and talent across multiple platforms as well as live fan events in places like South Korea and the UK. The two parties will also explore co-branded merchandising opportunities in order to release limited-edition products for their fans.

The partnership will also create opportunities for Man City to activate and maximise their presence in Asia, following their recent announcement of the 2023-24 pre-season visit to Seoul, South Korea, next month. 

Gavin Johnson, Media Director at Manchester City FC, said:

“We are delighted to launch the collaboration between Manchester City and Gen.G, another fantastic addition to the club’s growing involvement in the esports space which will further increase our presence within South Korea and the region. Working with Gen.G, a hugely successful name in the gaming industry, we hope to spark a unique synergy of global audiences, providing both organisations the chance to create exciting experiences for football and esports fans alike.“

Arnold Hur, CEO of Gen.G Esports, said:

“We’ve been on a search to learn from the sports world’s best about what it takes to maintain a championship mindset even under the brightest lights of competition, and we are excited to work with the newly crowned champions, Manchester City under the banner of GEN CITY. We are incredibly excited about this partnership both for our competitive pro and educational academy teams and hope to build upon this collaboration into the future.“