London-based creative and social content studio Upwards Agency announced a new partnership with esports organization Evil Geniuses (EG) on Tuesday.
Financial terms of this partnership were not disclosed.
Under the terms of this new deal, Upwards will work with EG to support a number of activities, including “creative pitching, short-form video editing, motion graphics, and on-site capture,” according to the announcement.
“Teams want to publish more, but hiring a full in-house department is costly and slow,” said George Geddes, managing director and founder of Upwards. “Upwards provides a flexible content engine combining strategy, production, and daily posting support. We help clubs show up consistently for fans, lower the cost of experimentation, and scale campaigns across events and regions.”
EG joins other companies represented by Upwards, including Sentinels, the Esports Awards, and MEGA, among others.
The agency also noted in its announcement that it conducted a lot of work for the Saudi Arabian government-backed Esports World Cup that took place over the summer:
“This momentum follows a strong run at the Esports World Cup, where Upwards supported multiple organisations with creative design, social media assets, match-day coverage, and fast-turnaround video. Recent collaborations include Team Vitality, Spacestation, Sentinels, Gaimin Gladiators, Team Falcons, and the Esports Awards, demonstrating the agency’s ability to integrate seamlessly with diverse brand kits, production setups, and tournament workflows.”
Upward joins other EG partners, including Theta Network, Global Citizen, Apex Fintech Solutions, We Insure, Zogo, and investment firm Peak6 (which has a substantial ownership stake in the organization). Currently, the organization is focusing its competitive efforts almost exclusively on Valorant.