Gen.G Esports inks partnership deal with LG UltraGear

Chris Park is excited!


CNW Group/LG Electronics Canada

Yesterday we told you about the auspicious, if seemingly unlikely, partnership between TSM and Cadillac.

Does it strike you as odd that GM’s luxury-auto division would team up with an esports organization? Well, here’s a pairing that might make more sense.

To clarify, Gen.G has signed a deal with a company that makes something every esports player (and fan) actually uses. (Which is not to say that you can’t be really into Valorant and drive a CT5.) The esports organization—which has teams in the U.S., South Korea, and China—has entered into a partnership with LG Electronics.

Specifically, “Gen.G and LG will collaborate to further develop the esports scene internationally with the help of LG’s category-leading UltraGear gaming monitors.” At least that’s what a January 11 press release tells us.

Chris Park is excited

“With a young and dynamic brand such as LG UltraGear as our partner, we look forward to providing the ultimate gaming experience to not just professional players but to gaming fans across the globe,” said Chris Park, CEO of Gen.G Esports. “Based on our common objectives and values, I’m excited about the diverse possibilities this collaboration will deliver to our fans and customers.”

Ultimately, if Chris Park is excited, you’d better believe we’re excited too.

You know who else is thrilled beyond belief? Certainly you are, dear reader. But also Jang Ik-hwan, senior vice president and head of the IT business unit of LG Electronics Business Solutions Company. “We’re proud to play a role in fueling the growth of the exciting world of esports and delivering the ultimate gaming experience through our exceptional gaming monitors,” Jang said.

LG UltraGear joins an impressive roster of partners, as listed on Gen.G’s website. These include Mercedes-Benz, McDonald’s, Bumble, Puma, Logitech, and Old Spice.

I have done a lot of different things over the course of my life and professional career. I have interviewed Oscar and Grammy winners and written cover stories for glossy newsstand magazines. I have played guitar in a rock band on national TV and run an independent music label for which I wrote all of the PR and marketing materials. In my spare time, I sweated out a novel about a world where raccoons are kings and dragons are real.

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