Berlin-based esports organization G2 Esports announced a partnership Thursday with spirits brand Jägermeister, which is the first esports-related deal for the brand.
Financial terms of the pertership were not disclosed.
Under the terms of this partnership, the companies will work together to create content (including an original content series later this year) and market the brand where possible including exposure on social media, on jerseys, and through activations for its fans. Obviously brand exposure will vary depending on the G2 team, as some leagues that the organization is involved in prohibit certain brand sectors such as alcohol, adult content, and gambling, as examples.
One of the first activations both companies plan is the “Jägermeister x G2 Party,” taking place May 12, in London at popular pub 26 Leake Street, with a “full day of tailored activities for fans,” according to a release.
G2 is clearly looking to work in untapped sectors—earlier this week it announced a partnership with Counter-Strike: Global Offensive skin gambling site, CSGOROLL. The announcement and the video revealing the deal featuring freshly-turned-18 star player Illya “m0nesy” Osipov was met with a fair amount of public criticism, as documented in this Dexerto report.
G2 Esports currently fields teams in the League of Legends, Wild Rift with Southeast Asian team G2 Blacklist (through a partnership with Tier One Entertainment), CS:GO, Valorant, Rocket League, Fortnite, Rainbow Six Siege, and sim racing.
Jägermeister and CSGOROLL join other G2 sponsors and partners including Mastercard, Pringle’s brand, AGON by AOC, Next Level Racing, Herman Miller, Oakley, Legion by Lenovo, Logitech G, Ralph Lauren, Metaplex, Spotify, Red Bull, and Philips.
Jägermeister is a brand of Mast-Jägermeister SE, a German liquor company owned by the Findel-Mast family. While Jägermeister is the primary brand of the company, it also produces a less-known “sloe gin” product called “SchlehenFeuer.”