Manchester City has renewed its partnership with Gen.G as they prepare for the League of Legends World Championship.

English professional football club Manchester City has renewed its partnership with the multinational esports organization Gen.G. The collaboration will involve various promotional activities leading up to the League of Legends World Championships, which will culminate in the Finals in London later this year.

According to the announcement, Manchester City and Gen.G will launch several marketing initiatives to boost fan engagement for the event. These will include short videos and other content to highlight Gen.G’s involvement. One notable initiative is the Gen.G Academy Series presented by Gen City, featuring League of Legends and EA FC classes aimed at Korean fans. Additionally, the partnership will host an amateur League of Legends tournament in Korea and a “Gen City Day” event at League of Legends Park in Seoul this August.

The renewed partnership builds on the previous collaboration during Manchester City’s pre-season tour of Asia in 2023, where activities included FIFA Online matches with former players Joleon Lescott and Shaun Wright-Phillips, as well as Manchester City Esports members, at the Afreeca TV facility in Seoul.

Manchester City has been actively expanding its presence in the esports and gaming sectors. In June 2024, the club opened a gaming facility at the Etihad Stadium and, in July, launched a themed map in Fortnite Creative. The club has also partnered with FaZe Clan, featuring a pop-up event at the Etihad Stadium in 2022.

Similarly, Gen.G has seen significant growth in 2024. The organization recently partnered with Saudi Telecom Company (stc) to offer esports certification courses at the Esports World Cup in Riyadh. They also launched a branded wine, acquired a data analytics platform, and opened a new building in Seoul.

Kristoffer Lewis, Head of Esports, Gaming, and Metaverse at Manchester City, commented on the extension: “We are excited to deepen our partnership with Gen.G, a prominent name in the esports industry. This collaboration not only strengthens our engagement within the gaming community but also offers new opportunities to connect with our global fanbase.”