Jägermeister and G2 Esports launch “no brainer” partnership to connect with fans

The dual goal campaign hopes to grow G2’s gaming audience as Jägermeister continues to go beyond its core product offering for the sake of building brand love and a digital content series.

Global esports organisation G2 Esports has launched a co-branding collaboration with Jägermeister, marking the spirit brand’s first step into the world of gaming.

The two brands have called the partnership a “no brainer”, citing their shared core values of using authentic, creative strategies to entertain the masses.

Endeavouring to go beyond its core product offering, Jägermeister hopes the collaboration will expose the world of esports to its audience and highlight the entertainment value of gaming. While broader audience exposure will give G2 the opportunity to expand its user base and grow as a global brand.

The campaign gives members of the ‘G2 Army’ an enhanced experience with enhanced community activities. The partnership will kick off with a ‘Jägermeister x G2’ Party on 12 May in London, with a day of tailored activities for fans, from gaming in G2’s gaming booths, to taking in live music from local artists.

A digital content series to be released later this year has also been announced as part of the partnership. This will offer an additional channel for the respective brands to connect with not only their fans, but new audiences too.

Sven Schindler, Head of Global Brand & Digital at Jägermeister SE said: “This is a powerful collaboration that marries our iconic brand with the dynamic world of competitive gaming. Jägermeister brings you the best nights of your life today and tomorrow, while G2 Esports brings people together for joyful and celebratory moments. By joining forces, we aim to elevate these experiences to the next level, delivering unforgettable moments for G2 fans and beyond.”

Sabrina Ratih, COO of G2 Esports added: “We are thrilled to be announcing this partnership and to lead Jägermeister’s first venture into the world of gaming. Jägermeister is a giant and iconic brand that has nurtured brand love far beyond the product. Seeing us jointly work on creating better experiences for our fans and celebrating the best nights in esports is a dream come true for everyone at G2 and we cannot wait for our fans to see what we've got coming up.”