G2 Esports Partners With Jägermeister

Key insights

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New alliance

G2 Esports has partnered with Jägermeister, marking the liquor company's first esports sponsorship.

The Berlin-based esports organization G2 Esports entered into an agreement with the spirits brand Jägermeister in May 2023.

First move. Jägermeister has made its first-ever sponsorship deal within the esports industry with G2 Esports.

Deal specifics

The partnership includes content creation, social media marketing, and jersey branding.

The collaboration focuses on brand integration through social media exposure, jersey branding, and the development of an original content series. The scope is subject to regulatory constraints.

Key elements. The partnership involves an original content series, social media marketing, and brand placement on G2 Esports jerseys.

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Summary

Berlin-based esports organization G2 Esports entered into a partnership with the spirits brand Jägermeister in May 2023. This agreement marks the first foray into the esports sector for the German liquor company, which is owned by the Findel-Mast family. While the specific financial terms of the deal remain undisclosed, the collaboration focuses on brand integration through social media exposure, jersey branding, and the development of an original content series.

The scope of the partnership is subject to the regulatory constraints of the various leagues in which G2 Esports competes, as many tournament organizers maintain strict prohibitions against the promotion of alcohol, gambling, and adult content. To launch the collaboration, the companies scheduled a fan-focused event in London at 26 Leake Street. This move aligns with G2 Esports' broader strategy of expanding its commercial portfolio, which already includes partnerships with major global brands such as Mastercard, Spotify, Red Bull, and Logitech G.

The announcement occurred during a period of aggressive commercial expansion for G2 Esports, which also recently secured a partnership with the skin gambling platform CSGOROLL. This concurrent deal drew significant public scrutiny regarding the promotion of gambling to younger audiences. Despite these controversies, G2 Esports continues to maintain a diverse competitive presence across multiple titles, including League of Legends, Valorant, Counter-Strike: Global Offensive, Rocket League, and Rainbow Six Siege, while actively seeking to monetize its reach through new industry sectors.