Gen.G and TSM add big names to their partnership portfolios

Two of the ten most valuable esports franchises; Gen.G and TSM have announced new partnerships. Gen.G has partnered with companies such as LG Electronics and McDonalds, while TSM has made Cadillac its exclusive automotive partner going forward.


Gen.G, already one of the most recognized esports brands in the world, hopes to do even more with this new partnership. The collaboration aims to further develop the competitive international esports scene through LG’s new market-leading UltraGear gaming monitors. Gen.G already had initiatives focused on community and industry development with Gen.G Global Academy, which hosts innovative esports education programs and competitive training. Now, with this new partnership with LG, Gen.G will be able to continue developing and expanding esports within their communities. Gen.G CEO Chris Park commented on the partnership: “With a young and dynamic brand like LG UltraGear as our partner, we look forward to bringing the best gaming experience not only to professional gamers but also to gaming fans around the world. ”.

Gen.G’s second partnership announced in recent days is with McDonalds. The partnership is with several of the fast food chain franchise locations in Southern California and features esports initiatives in Los Angeles, San Diego and Palm Springs.

There will be two main initiatives through the agreement; The first is a multi-week gaming tournament called the “McDonalds Crew League” for Southern California McDonalds employees only, where the staff will choose to compete in NBA 2K21, FIFA, Smash or Madden tournaments. The tournament will culminate with a live playoff broadcast on Twitch, with prizes awarded to the top performing individual players. The second is a three-day NBA 2K21 All-Star tournament – McDonald’s SoCal All-Stars will begin on January 30, where qualifying matches will be held to help determine the top 12 competitors. Each team will be captained by a Gen.G professional player or coach during the final, streamed live on Twitch.

Cadillac Becomes TSM's Exclusive Automotive Partner: The Esports Observer

Top rated esports organization, TSM, has partnered with Cadillac, making them TSM’s exclusive automotive partner.

According to the release, the partnership is expected to include exclusive features for TSM and esports fans, such as social media content and videos, along with experiential events and activations at TSM Performance Center.

The esports organization has also confirmed that the Cadillac logo will be present on the new TSM jersey. This is Cadillac’s first partnership with an esports team, as the automaker joins companies like Honda, KIA, and BMW, among others, to support the esports space through sponsorship.

Cadillac’s sponsorship of TSM continues to strengthen the business portfolio of esports organizations ahead of the 2021 LCS season. Along with the automaker, TSM also has partnerships with Logitech, Geiko, and Grubhub, to name a few.


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