European esports organization G2 Esports has named North American headwear company New Era as its exclusive partner. As a result of the deal, the parties joined forces to release a collection of caps and hats.
Carlos Rodriguez, CEO of G2 Esports: "New Era is number one in hats. G2 is number one in games. If this is not a marriage made in heaven, then I don't know what it is. Let's have some fun."
New Era becomes the third apparel brand to join the G2 Esports commercial portfolio, aligning with the likes of Adidas and Ralph Lauren. The deal also marks the company's third foray into esports as it manufactures apparel for Mercedes-AMG Petronas Esports and Bombers, owned by Essendon Football Club.
Together with New Era, the G2 Esports organization has a total of 20 partners on its roster, ranging from energy drink brand Red Bull to solution provider NFT Bondly, which has signed a multi-year agreement with the organization.