G2 Esports partners with Ralph Lauren

European esports organization G2 Esports has announced a partnership with premium apparel brand Ralph Lauren.

A number of activations are planned between the parties for 2021, including digital campaigns on the TikTok and Twitch platforms. G2 Esports stars will also be involved in Ralph Lauren's own promotions, such as Martin "Rekkles" Larsson joining Ralph Lauren Wimbledon, a campaign celebrating 16 years of Wimbledon sponsorship.

Alice Delahant, Chief Digital Officer, Ralph Lauren:“This partnership with G2 will help further the advancement of our historic brand and its native presence on new platforms. The collaboration underscores our commitment to reaching new consumers, including the digital-growth generation for whom gaming is it is world-class sports and entertainment. "

Carlos "Ocelote" Rodriguez, Founder and CEO of G2 Esports, commented on the agreement:"Today is one of the most special days in my life and in the history of G2 Esports. The brand that I have loved for years is now part of the G2 family."

2021 has already become a productive year for the European esports organization. Along with securing a partnership with Betway bookmaker, G2 Esports also announced deals with Bondly and adidas.

Meanwhile, Ralph Lauren's partnership with G2 Esports allows the brand to strengthen its commercial portfolio, including the US Olympic and Paralympic teams, the US Open and the Australian Open tennis.