In a mutually beneficial union, Evil Geniuses strike deal with Wolverhampton Wanderers

Branding can be a powerful thing

Seattle-based esports heavyweight Evil Geniuses has boosted the clout of its brand in a big way thanks to a deal with the English Premier League Wolverhampton Wanderers. Evil Geniuses sold a minority stake to the soccer team, which is owned by China-based consortium Fosun. The EG and Wolverhampton Wanderers deal will of course be mutually beneficial.

As part of the established, legacy sports landscape, the soccer team gets valuable exposure in the esports world. Those who prefer to play games on a computer instead of on a grass field, meanwhile, will suddenly be a little more aware of soccer and the English Premier league.

Importantly, the partnership will also work to spread the word on the two franchises on a global scale. Plans are for EG and Wolverhampton Wanderers to work collaboratively to create content aimed at both the Chinese and English-language markets.

“We are thrilled to partner with Wolves, a storied football club and strong sports and entertainment brand that aligns with our values and mission,” Evil Geniuses’ CEO Nicole LaPointe Jameson said in a press release. “This deal will help power Evil Geniuses’ expansion into the Asian markets while also providing new capital to sign more world-class players and grow into new esports titles.”

In the immediate future, watch for the Wanderers branding on the uniforms of Evil Geniuses moving forward. And watch for soccer fans in Asia-Pacific, Europe, and North America to suddenly have esports on their radar.

Wolves’ marketing general manager Russell Jones added: “We’ll be pooling resources across analysis and performance as well as marketing and commercial to service and grow both organizations. We are looking forward to working with Evil Geniuses on a number of fan engagement initiatives over the next few months, and when travel routes allow, we will be encouraging our teams to visit and engage with one another.”

Partly due to the EG and Wolverhampton Wanderers deal, Forbes reported that the value of the Seattle esports franchise has jumped to an estimated US$255 million.

Mike Usinger once took the better part of two years to finish Grand Theft Auto. Over the course of his career he has written about everything from eSports to music to movies to travel.

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