Brandgenuity Secures Three Licensees for G2 Esports

Berlin-based esports organization G2 Esports has signed licensing deals with three different companies this week, allowing for the creation and sale of merchandise utilizing its global brand and mascot. Those companies include Netherlands-based lifestyle and apparel products company Difuzed, collectibles maker Koyo Store, and Merch Management. 

Financial terms of these deals were not disclosed. The licensing deals were secured by licensing management firm, Brandgenuity.

Difuzed has been named a lifestyle apparel licensee and will create streetwear drops to be released via the G2 ecommerce store at key and seasonal moments throughout the year.

The Koyo Store will create a line of collectible items featuring the G2 logo, along with other items such as player cards, pins, keychains, coins, and more. These items will feature popular players and the G2 Samurai mascot. These limited-edition items will be made available through The Koyo Store website and in specialty stores throughout Europe, North America, and Australia.

Finally, Merch Management will offer consumers a print-on-demand apparel range through its  Merch by Amazon store, to further extend G2’s apparel program on the platform. 

G2 was one of only four League of Legends esports teams in the world to make it to the semi-finals of the League of Legends World Championship in Shanghai at the end of October. It was ultimately edged out by LCK team DAMWON Gaming, who went on to beat LPL team Suning Gaming to be crowned the overall winner last Saturday. G2 also ranked as the #1 LoL esports team in Europe.