European esports organisation G2 Esports has announced a partnership with alcohol brand Jägermeister.

As a result of the deal, the two parties will collaborate on a range of activations including an event taking place at the 26 Leake Street bar in London.

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According to a release, the event at 26 Leake Street is expected to be a full day of ‘tailored activities for fans’. Activities include opportunities for fans to play games in G2 Esports-branded gaming booths in addition to live music.

In addition to organising the event, G2 Esports and Jägermeister will join forces to create a range of limited-edition apparel to go on sale on its website.

Jägermeister is no stranger to the esports and gaming industries. In July 2019, the brand partnered with the UK Esports Awards as its cocktail partner and in 2021, it joined forces with YouTuber ‘Bitwit‘ to create a themed gaming PC.

For G2 Esports, the first half of 2023 is proving fruitful as it maintains its position as one of Europe’s largest organisations. In April, it unveiled a collaboration with comic book publisher DC Comics. Earlier this month, the organisation also partnered with CS:GO skin gambling and trading site CSGORoll in a deal which sparked criticism.

Sabrina Raith, COO of G2 Esports, spoke on the deal: “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.”