Gen.G Esports expands partnership with PUMA

Multinational esports organization Gen.G Esports has announced an expanded partnership with sportswear brand PUMA. The updated multi-year deal sees the organization launch a new global collection to be promoted by content creators and team players.

The Gen.G Esports League of Legends roster will visit New York in October to compete in the 2022 League of Legends World Championship. As such, the esports club and PUMA have scheduled fan events at the tournament venue, including an event at the brand's New York flagship store.

Adam Petric, PUMA Brand Director: "We look forward to continuing to grow and expand the esports storytelling. At PUMA, esports and gaming are part of our culture and we love keeping Gen.G Esports committed to our fans and teams."

The partnership, originally announced in June 2020, only covered the League of Legends roster. In July 2021, this deal was expanded to also include the VALORANT roster and North American content creators.

Collections released after the update will continue with the initial goal of integrating "gaming and esports culture into mainstream lifestyles," according to the partnership's official announcement.

Other sponsors of the organization include companies such as LG UltraGear, Monster Energy, ROCCAT, Bithumb and SIDIZ. Recently, Gen.G Esports also partnered with Crocs. In turn, the PUMA brand also collaborates with organizations Natus Vincere and Entropiq.