G2 Esports has added two new members to the management team

The European esports organization G2 Esports has added two new members to the management team, appointing new heads of content and media departments.

Sasha Alexandrov, formerly of Beats by Dre, joined the organization as Head of Media, while Tui Ha was named Head of Content for the esports organization.

The two new hires will lead their respective departments and help G2 Esports diversify and grow their entertainment operations. The organization noted that in 2022, G2 Esports will continue to expand into other entertainment offerings while maintaining its progress in esports.

Tui Ha, Head of Content at G2 Esports: "G2 has done a comparative analysis of how to approach content in esports. Now a new era has dawned. We are taking a step forward, challenging ourselves how to raise stories and think in campaigns, not just in content. Being provocative while staying true to the G2 core and sometimes crossing the line. Exciting!".

As the new head of content for G2 Esports, Tui Ha will be tasked with leading the organization's content team to create new and inclusive content. At the same time, Xa will work with previously attracted partners and brands, including Levi's, got2b and KitKat.

Sasha Alexandrov, Head of Media at G2 Esports: "I'm thrilled to be part of such an ambitious team and have the opportunity to change the industry. As a huge fan of the G2 community and the culture that Carlos has been building over the past 7 years, I can't wait for everyone to see new G2. This is our year!".

Sasha Aleksandrov will be tasked with boosting the global presence of G2 Esports. The esports organization noted that Aleksandrov joined the company to "do something that no one else has done before," though no detailed plans have been made public.

Both new hires will also work alongside a growing number of G2 Esports teams, however they will also focus on the club's new projects.