G2 Esports, one of the world’s leading entertainment and esports brands, has signed New Era, one of the biggest brands in headwear, as its exclusive headwear partner.
G2 has also released its first cap and beanie collection, available for fans to buy, to mark the partnership.
The collection has been designed in collaboration between G2 Esports and New Era and features a mix between essentials and lifestyle items. The collection blends the G2 personality and the iconic G2 samurai logo with traditional New Era design and quality. Fans can purchase the collection from G2 Ecomm, New Era Online, Brick&Mortar retail, New Era’s 3rd party retailers, G2s signed resellers/retailers.
The deal will see New Era and G2 Esports come together to create a series of headwear collections in both core and lifestyle ranges, with various designs and styles of production.
“New Era is number one in headwear. G2 is number one in gaming. If that’s not a match made in heaven, I don’t know what is. Let’s have some fun,” said Carlos ‘ocolete’ Roriguez, CEO of G2 Esports.
The partnership marks New Era’s most recent foray into the world of esports and further signals the global potential of the esports industry, which has grown exponentially year on year. New Era has selected G2 as its latest esports partner due to the reputation for innovation and creativity the brand has developed since its inception and the partnership is the largest for the American headwear brand across Europe.
G2’s latest partnership with New Era indicates how the esports team is making its mark in premier lifestyle, entertainment, and apparel. As one of the most successful esports teams, G2 Esports has recently signed global deals with Adidas and Ralph Lauren, as the brand cements its position across entertainment and lifestyle.
G2 Esports was founded in 2015 by the legendary League of Legends player Carlos Rodriguez and veteran esports entrepreneur and investor, Jens Hilgers. In the last six years, G2 Esports has built a global community of 31 million supporters and most recently in Q3 2021, became the most-watched esports brand in the world.
New Era becomes the newest household name brand to invest in esports and joins G2’s ever-expanding roster of commercial partners. New Era joins Ralph Lauren, Adidas, Betway, BMW, Mastercard, Twitch, Pringles, and Red Bull in G2’s stable of household name-brand partners.
An increasing number of global consumer brands are recognizing the opportunities that esports offer them to tap into a global, engaged millennial audience. 80% of G2’s global fanbase sit in the prized 18-34 demographic, and G2 boasted 5.8bn impressions across all of its social media channels in 2020.
In recent years, G2 secured a 10% engagement rate across social media, which compares favorably with some of the biggest sports brands in the world (Liverpool FC 1.15%, Manchester City FC 1.23%, and The Boston Red Sox 1.78%).
