eSports

G2 ESPORTS APPOINTS MEI-LING RIDER AS MARKETING DIRECTOR

Published

6 years ago

September 3, 2020

Zoltan Tundik

Reading Time: 2 minutes

Leading esports brand hires former global marketing head from Red Bull to critical senior role.

G2 esports, one of the world’s leading entertainment and esports brands, has appointed Mei-Ling Rider to the position of Marketing Director.

Rider re-locates to Berlin to join G2 from her previous position as Global Head of Media and Audience Marketing at Red Bull, where she was based at the brand’s global headquarters in Salzburg, Austria.

Mei-Ling brings over 15 years’ experience in marketing, media and audience insight to G2 and prior to Red Bull, held senior roles at consumer brands such as Sony and MTV and with major media publishers including Metro, The Telegraph Group and VICE Media.

As G2’s first-ever Marketing Director, Rider joins at a pivotal moment in G2’s growth. Since being founded in 2015 by legendary League of Legends player-turned-team owner, Carlos ‘ocelote’ Rodriguez, G2 has built a global fanbase of over 25 millions fans, 90% of which sit in the 18-34 demographic that is so prized by brands.

G2 counts BMW, Philips, Logitech, Red Bull, Mastercard and Twitch amongst its commercial partners and Rider will be central to efforts to build a strong pipeline of further future opportunities. Esports is being seen as an increasingly viable marketing channel by mainstream, consumer brands looking to engage a loyal, passionate youth audience

In 2019, G2 became the most watched esports team of all time during the 2019 League of Legends World Final. Throughout 2019, 2.5 billion minutes of G2 content was viewed on Twitch, there were 1.5 billion impressions on G2’s social media channels and 93 million total social media engagements.

Rider’s main focus will be to help G2 replicate its commercial success across EMEA into the North American market as the brand looks to expand its US operations. She will bring extensive experience of delivering multi-territory strategies in previous roles as Sony, Red Bull and VICE to her new position.

Mei-Ling Rider comments, ‘I am thrilled to join G2 Esports at such an exciting time, not only in the business’ development but within the esports industry as a whole. Over the past five years, Carlos and his team have built a stand-out brand in the industry that has a loyal fanbase in excess of 25 million fans. Ultimately G2 is really leading the way in delivering ongoing entertainment to these super engaged, super loyal audiences.

The success that the G2 teams experience within competitions has been replicated commercially and I join at a time where G2 can boast a whole host of household name brands as commercial partners. I look forward to contributing to the next phase of the G2 story, namely setting us up to succeed against some ambitious growth targets in the US market. I can’t wait to get started.’

Carlos Rodriguez, CEO of G2 esports comments ‘The appointment of Mei is a major milestone for our business. She brings with her a wealth of marketing and brand experience. At G2, commercial partnerships and our US expansion plans are what keeps pushing forward and I am beyond excited that we have brought in such a talented, rock star marketeer to support us over the next critical phase of our expansion.’

Brazil

Esportes Gaming Brasil exec calls for ‘responsible sponsorship’ at BiS Brasília

Published

2 days ago

June 4, 2026

GamingAmericas.com

esportes-gaming-brasil-exec-calls-for-‘responsible-sponsorship’-at-bis-brasilia

Esportes Gaming Brasil director Hugo Baungartner used a panel appearance at BiS Brasília (Brazilian iGaming Summit) to argue that sports and cultural sponsorships should be measured by their long-term impact, not just brand visibility. Baungartner spoke during the session “A Importância dos Patrocínios e das Leis de Incentivo para a Sustentabilidade do Esporte e da Cultura.”

During the debate, Baungartner said sector maturity requires a long-term approach that turns sponsorships into platforms for relationship-building and local ecosystem development, connecting with fans, consumers and communities.

He highlighted the group’s sports partnerships with Corinthians, Ceará, Náutico and Ferroviária, as well as support for Brazilian cultural events including Carnaval, São João and the Festival de Parintins. Baungartner said major events can move entire supply chains by boosting tourism, commerce and job opportunities, and pointed to the importance of working with local suppliers and professionals in Parintins to expand the positive impacts of sponsorship spending.

Baungartner also addressed challenges in Brazil’s regulated betting market, saying consolidation depends on governance, integrity and consumer protection, alongside efforts to combat illegal operators. He said advances in provider regulation and stronger financial traceability mechanisms are important steps to limit unauthorized activity and improve user security.

“Patrocínio responsável é aquele que cria conexão real com o público e deixa legado no território. No esporte e na cultura, isso significa investir com governança, transparência e propósito, fortalecendo um ecossistema que gera renda, emprego e oportunidades”, afirmou.

The post Esportes Gaming Brasil exec calls for ‘responsible sponsorship’ at BiS Brasília appeared first on Americas iGaming & Sports Betting News.

eSports

Team Vitality and Fulllife Unveil a New FPS Jersey for the Valorant Masters London and IEM Cologne Major 2026

Published

3 days ago

June 3, 2026

Wladimir P.

team-vitality-and-fulllife-unveil-a-new-fps-jersey-for-the-valorant-masters-london-and-iem-cologne-major-2026

Team Vitality has unveiled its new “FPS Jersey,” specially designed for IEM Cologne 2026 and the VALORANT Masters 2026 in collaboration with its apparel partner Fulllife. Conceived as a strong symbol of ambition, performance and legacy, the jersey features an exclusive central crest and introduces a bold visual evolution for the club.

After making history on Counter-Strike, Team Vitality is celebrating its FPS DNA through a jersey dedicated to its two flagship titles. Through this initiative, the club reinforces its ambition to leave a lasting mark on the world’s biggest FPS stages and establish this jersey as a new benchmark within the esports industry.

AN EXCEPTIONAL JERSEY FOR A HISTORIC MOMENT

For this new release, Team Vitality embraces a completely new visual approach. For the first time in the club’s history, purple is introduced alongside its iconic yellow and black colours, in line with the organisation’s new 2026 artistic direction. This bold creative choice allows the jersey to stand out within the esports landscape while surprising and exciting fans.

The symbol featured on the front of the jersey reinterprets an iconic part of the club’s logo: the “V” combined with the lower section of the bee’s body. This graphic element, called the “Mini Bee,” is integrated throughout the jersey’s design to symbolise the swarm — representing collective strength, the identity of the Hive and the power of the Team Vitality community.

Fulllife has brought its technical expertise to a piece designed both for competition and for the fans in the stands. Every detail reflects the club’s continued rise on the international stage and its ambition to leave a lasting legacy in esports. The accompanying apparel collection also incorporates the same colour palette and includes lifestyle pieces designed for everyday wear.

“We are extremely proud of this new FPS-focused marketing campaign — a true love letter to Counter-Strike and VALORANT. An exclusive jersey, a dedicated fan zone, and numerous activations created hand in hand with our partners for our fans… We are ready for two major international events, with the clear ambition of continuing to establish Team Vitality among the best esports clubs in the world,” said Amélie Canet, Chief Marketing Officer.

PERFORMANCE AND RESPONSIBILITY

The FPS Jersey is manufactured in Portugal using NanoMatter, a technical fabric made from 100% recycled polyester and specifically developed for competitive players. Ultra-comfortable, lightweight and breathable, it is designed to perform under the most demanding conditions.

Each order is delivered in Fulllife’s iconic Capsule packaging, redesigned in Team Vitality’s colors, FSC-certified and accompanied by 100% recycled and recyclable polybags.

“This jersey is one of the boldest pieces we have ever produced. Our role was to bring a strong creative vision to life using the best materials and manufacturing processes available, delivering a product that truly reflects Team Vitality’s ambitions on the international stage,” said Maxime Baziadoly, General Manager of Fulllife.

The post Team Vitality and Fulllife Unveil a New FPS Jersey for the Valorant Masters London and IEM Cologne Major 2026 appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

Belgium

Epic Games and BLAST bring 2026 Fortnite Global Championship to Antwerp

Published

4 days ago

June 2, 2026

Wladimir P.

epic-games-and-blast-bring-2026-fortnite-global-championship-to-antwerp

Epic Games and BLAST will host the 2026 Fortnite Global Championship in Antwerp, Belgium, on September 26-27, marking the FNCS season finale at Lotto Arena.

Epic and BLAST said the event brings the Fortnite competitive circuit and BLAST to Antwerp for the first time. The announcement was made at the Fortnite Major 1 Summit in Düsseldorf, Germany.

A $2,000,000 USD prize pool will be at stake, alongside the FNCS Global Championship trophy crafted by silverware artisan Thomas Lyte.

Epic and BLAST positioned Antwerp—located in the Benelux region—as a travel-friendly destination for fans coming from Belgium, the Netherlands, France and Germany. Ticket information is available via the venue listing.

The post Epic Games and BLAST bring 2026 Fortnite Global Championship to Antwerp appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.