English football powerhouse Manchester City has announced an extension of its partnership with the multinational esports organization Gen.G. This renewed collaboration is set to bring a host of exciting activations leading up to the League of Legends World Championships, which will culminate in its Finals in London later this year.
As part of this extended partnership, Manchester City and Gen.G will implement a variety of marketing activations designed to boost fan engagement for the highly anticipated event. Among these initiatives is the Gen.G Academy Series, presented by Gen City, which will feature a League of Legends and EA FC class tailored for Korean fans. The collaboration will also include an amateur League of Legends tournament in Korea and a special 'Gen City Day' event at League of Legends Park in Seoul this August.
This extension follows a successful collaboration during Manchester City's pre-season tour of Asia in 2023. Notable events from that period included participation by former players Joleon Lescott and Shaun Wright-Phillips, along with Manchester City Esports members, in FIFA Online matches at the Afreeca TV facility in Seoul’s Lotte Mall.
Manchester City has been actively expanding its presence in the esports and gaming sectors. In June 2024, the club unveiled a new gaming facility at the Etihad Stadium. Additionally, in July, Manchester City launched a themed map in Fortnite Creative. The club also previously partnered with FaZe Clan, which included a pop-up event at the Etihad Stadium in 2022.
Similarly, 2024 has been a year of growth for Gen.G. The organization launched esports certification courses in collaboration with the Saudi Telecom Company (stc) at the Esports World Cup in Riyadh. Gen.G has also expanded its brand with a new wine release, acquired a data analytics platform, and opened a new building in Seoul.
Kristoffer Lewis, Head of Esports, Gaming, and Metaverse at Manchester City, expressed enthusiasm about the extended partnership: “We are thrilled to expand our collaboration with Gen.G, a leader in the esports world. This partnership not only enhances our presence in the gaming community but also allows us to engage with our global fanbase in new and exciting ways.”
The extended collaboration between Manchester City and Gen.G promises to deliver engaging and innovative experiences for fans and further solidifies the club’s commitment to integrating football with the world of esports.