The deal is currently exclusive to Gen.G’s South Korean LoL squad, which competes in the League of Legends Champions Korea (LCK) league. According to Gen.G chief operating officer Arnold Hur, the organization has seen interest both from Chinese fans and from global sponsors that want more of a presence in that market.
“We noticed from our viewership and response from fans that we had a massive Chinese fan base for our players,” Hur told The Esports Observer. “As well, we continued to see a ton of interest from our global sponsorship partners that wanted to work with brands that understood the Chinese fan base and gain exposure there. Connecting the dots seemed like a no-brainer, as we have offices in both Shanghai and the U.S. and were uniquely positioned to connect East and West.”
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