From sponsorships to industry-wide announcements, Insider Sport has you covered when it comes to the world of esports.
This week’s edition highlights the latest developments in the esports sector, including the G2 organisation entering the world of traditional sports via the Kings League in Germany.
The esports organisation has launched G2 Football Club and revealed that it is one of the two ‘surprise’ teams to enter the Kings League Germany.
G2 has appointed two former footballers to support this new venture, hiring Ron Stublla as Team Manager and Malik Hadziavdic as Head Coach. Stublla and Hadziavdic will be planning to lead the team to victory against eight other clubs, which are all competing for a place in the Kings World Cup in June.
Kings League was founded by former Barcelona player Gerard Piqué in 2022. There are now divisions across the globe, including Spain, Germany, France, Brazil, Italy, the US and more.
Alban Dechelotte, CEO of G2, said: “When G2 was created 10 years ago, the dream was to build the ‘Real Madrid of esports’. We wanted to be known as a disruptive brand that’s not only competitively successful, but also has a great personality that knows how to entertain and captivate our fans through storytelling and community building.
“Now, 10 years later, we are the ‘Real Madrid of esports’, so it’s time for us to go one step further and become the ‘G2 of sports’. Esports has a unique way of connecting with and engaging our passionate fanbase and now it’s our opportunity to show traditional sports how we do things, the G2 way.”
GameSquare divests from FaZe Media with new projects on the horizon
FaZe Clan’s parent company, GameSquare, has divested its remaining 25.5% stake in FaZe Media.
The division, a subsidiary of the esports organisation, was founded in 2024. It received $11m investment from Matt Kalish, President and Co-Founder of Draft Kings North America, for a 49% stake in the company.
This development comes amid a series of decisions from GameSquare as it attempts to optimise its operations.
Justin Kenna, CEO of GameSquare, commented: “Divesting FaZe Media is a win-win for GameSquare, FaZe Media and its founders. As we stated when we acquired FaZe Clan, for FaZe to be successful it needed to return to its roots with its founders at the helm to lead the brand and re-establish its authenticity.”
The company plans to launch an events-focused division. This subsidiary will hone in on immersive, in-real-life experiences, while utilising top-tier brands.
Kenna said: “We are excited to accelerate the growth of our experiences business. Over the past several quarters, we have seen growing demand to combine in-game experiences with IRL events – developing strong engagement between brands, game publishers, and fans. We look forward to bringing some of the world’s largest gaming events to fans.”
Additionally, GameSquare is launching a new collegiate esports initiative aimed at building community and engagement across university campuses
Fnatic hires IMG to improve its sponsorship game
Fnatic has named IMG as its exclusive commercial agency as the organisation eyes global expansion.
Under the agreement, the agency will look to enhance Fnatic’s sponsorship portfolio across its team’s jerseys and digital assets. Notably, IMG has highlighted the potential of increased branded content for Fnatic’s global network of content creators and pro gamers.
Sam Mathews, Founder and CEO of Fnatic, said: “Fnatic has always been about setting the standard in esports – whether that’s through winning, innovating, or building the most engaged gaming communities in the world.
“Partnering with IMG is a game-changer, enabling us to bring more world-class brands into the space and secure deeper connections with highly sought-after, tech-savvy younger audiences.”
Since its launch in 2004, Fnatic has won more Tier 1 esports events than any other global team. When it comes to partnerships, the organisation wants to deliver impactful relationships, which IMG is currently aiming to do with its other clients.
IMG has an impressive portfolio of partners in the esports space, including deals with EA Sports, Blast Esports, Epic Games, PGL Esports, Riot Games and the Global Esports Games.
Luke Organ, SVP, Global Partnerships, IMG, commented: “Fnatic is one of the most innovative and followed esports brands in the world. Combining world-class performance and a global fanbase, Fnatic offers brands a unique opportunity to reach and communicate with highly engaged younger audiences.
“We’re proud to partner with Fnatic to seek new commercial opportunities that can unlock further value for this legendary team, attract new fans and drive even deeper engagement with its dedicated fan base.”
To read last week’s edition of the esports report, click HERE.
