G2 Esports

Sportswear giant Adidas has partnered with G2 Esports in an effort to learn how it can become an authentic part of gaming culture. Callum McCarthy examines the strategy behind the deal.

Esports organisation G2 Esports has signed an agreement with global sportswear manufacturer Adidas

Luxury car brand BMW has signed sponsorship agreements with five of the world’s leading esports teams.

Esports organisation G2 Esports has renewed its sponsorship deal with gaming monitor provider AOC

Alibaba co-founder Joseph Tsai has become a minority investor in G2 Esports, one of the top European esports teams, through a $10m (€9m) investment in the organisation.