Gen.G Esports teams up with Burberry to promote Esports culture

Emily Ghoul, the content creator who will be hosting four-part talk show series jointly created by Gen.G Esports and Burberry [GEN.G ESPORTS]

Gen.G Esports and British fashion brand Burberry have teamed up to promote Esports culture through a talk show series, the two companies said Thursday.

Gen.G Esports is a U.S.-founded gaming company that owns major Esports teams in Korea, including Overwatch team Seoul Dynasty and PlayerUnknown’s Battlegrounds (PUBG) team Gen.G.

The four-episode series will start Friday with new episodes to come every two weeks on Burberry’s official website and streaming channels such as TikTok and YouTube.

The show will be hosted by content creator Emily Ghoul and feature women who have been under-represented in the Esports scene. According to Forbes, half of gamers are women but executive positions in gaming companies are held by men.

Burberry will also be donating to the Gen.G Foundation Scholarship. Recipients will be talented young gamers attending college or university. The funds will go directly to the schools.

“We are so proud to partner with Gen.G and to support the next generation of women within gaming to go beyond,” said Rachel Waller, global vice president of Channel Innovation at Burberry. “Through our programming and scholarship, we hope to equip young leaders with the skills they need to succeed and achieve their aspirations.”

The move comes as fashion brands have been expanding their scope in the tech sector.

Luxury brand Gucci released a watch in partnership with European League of Legends (LOL) team Fnatic in 2020 and Omega chose LOL player Lee Sang-hyuk, otherwise known as Faker, to market its products in 2019.

BY YOON SO-YEON [yoon.soyeon@joongang.co.kr]