What G2 Esports does

G2 Esports (legal entity G Esports Holding GmbH, headquartered in Berlin, Germany) is a privately held multi-title esports organization fielding competitive teams across League of Legends (LEC), Counter-Strike 2, Valorant, Rainbow Six Siege, Call of Duty, and Rocket League, plus wholly-owned competitive subsidiaries EVA (Rocket League), G2FC (Kings League Germany), G2 NORD (Nordic LoL), and CS2: Ares. Founded in 2015 with co-founders Carlos Rodríguez and Jens Hilgers, the company currently employs more than 120 people from over 25 nationalities and claims a fan base exceeding 30 million worldwide alongside >70 trophies and 100+ first-place finishes since inception. Current leadership comprises CEO Alban Dechelotte and COO Sabrina Ratih.

The company's product surface spans competitive esports, direct-to-consumer merchandise, applied sports-science research, AI-driven fan engagement, and media production. Notable technology and product assets include the G2 Army mobile app and loyalty platform (5M+ rewards distributed), the Sami AI Agent built on Theta Network's cloud infrastructure to handle fan queries across socials, website, and Discord, the G2 Performance Lab (a Red Bull-backed applied research initiative partnered with German Sport University Cologne and Vrije Universiteit Brussel to deliver coaching development, training design, player development, and performance health), and the 62 media production agency launched January 2025 to provide tournament operations and community activations to mainstream brands. Merchandise is sold globally through g2esports.com, with collaborations spanning major IPs (One Piece, Solo Leveling, Smiley), premium fashion (Ralph Lauren, in its first-ever esports collaboration), and gaming-adjacent accessory brands (Rhinoshield, Dwarf Factory, Knify, Fulllife).

G2's revenue model is multi-stream: (1) merchandise DTC via g2esports.com with unit pricing from ~$14 accessories to ~$186 premium apparel and a recurring loyalty program; (2) sponsorships with endemic brands (Red Bull, Logitech G, ExpressVPN, AGON by AOC, Skin.Club) and non-endemic brands (Ralph Lauren, McDonald's Germany, Herman Miller Gaming) plus betting and crypto partners (Winamax, Betpanda); (3) tournament prize winnings from LEC, IEM, BLAST Premier, VCT, and other circuits; (4) media agency services via 62; and (5) subscription/mechanics revenue via G2 Army loyalty. G2 has raised approximately $27.3M in disclosed funding (largest disclosed round approximately $17.3M in February 2019) and is privately held with no parent entity; revenue is not publicly disclosed.

Name

G2 Esports

Legal name

G Esports Holding GmbH

Website

https://g2esports.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

101–250 employees

Short description

Berlin-based G2 Esports is a private multi-title esports organization fielding competitive teams in League of Legends, CS2, Valorant, and other titles, monetizing through DTC merchandise, brand sponsorships, tournament winnings, media production, and fan engagement serving a 30M+ global audience.

Ownership category

akta.pro rank

Product category

Esports Organization & Gaming Entertainment

NAICS

Sports Teams and Clubs (711211), Spectator Sports (71121)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Esports Teams & Player Organizations (MPAFADAB)

akta.pro secondary industry

Esports Sponsorship, Sales & Brand Activation Agencies (MPAFADAJ)

Keywords

• Competitive esports teams
• Esports merchandise sales
• Brand sponsorship partnerships
• Athlete performance research
• Esports media production

Headquarters

HQ city

Berlin

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Infrastructure

Revenue model

1. Merchandise Sales: Direct-to-consumer sales of apparel, accessories, and gaming peripherals through g2esports.com e-commerce store. Includes collaborations with One Piece, Solo Leveling, Smiley, Ralph Lauren, and Batman.
2. Sponsorships: Partnerships with endemic brands (Red Bull, ExpressVPN, Logitech G, Skin.Club, Betpanda, Winamax) and non-endemic brands (Ralph Lauren, McDonald's, Herman Miller Gaming) providing revenue through logo placement, content creation, and event activations.
3. Tournament Prize Winnings: Revenue from competitive achievements across multiple esports titles including LEC championships, IEM tournaments, and BLAST Premier events.
4. Media Agency Services: G2's production arm '62' provides tournament operations and community activations for partners like PUBG Mobile, generating service fees.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core offering

G2 Esports operates competitive esports teams across multiple game titles (League of Legends, Counter-Strike 2, Valorant, Rainbow Six Siege, Call of Duty, Rocket League) and monetizes its brand through direct-to-consumer merchandise sales, brand sponsorships, the G2Army fan loyalty app, the Sami AI agent for fan engagement, the G2 Performance Lab for athlete research, and the 62 media agency for tournament operations and brand activations.

Product overview

G2 Esports is a multi-title esports organization offering competitive esports teams across League of Legends (LEC), Counter-Strike 2, Valorant, Valorant Gozen, Rainbow 6 Siege, Call of Duty, Rocket League (EVA), and various other game titles. The organization operates multiple business units: an e-commerce platform selling official merchandise and apparel collaborations (with brands like One Piece, Solo Leveling, Smiley, Ralph Lauren, Batman, Rhinoshield, Dwarf Factory, and Knify); the G2 Performance Lab (research and innovation platform with Red Bull); 62 production agency for tournament operations; and the Sami AI Agent powered by Theta Network for fan engagement. The company also offers the G2 Army mobile app for fan engagement and loyalty programs.

Differentiator

Problem solved

Functional benefit

Brands

• G2 Army: Community platform and mobile app for G2 fans with rewards program
• G2 Performance Lab
• 62
• EVA
• G2FC
• G2 NORD
• CS2: Ares

Products and services

• G2 Esports Online Store Direct-to-consumer online merchandise storefront selling apparel, accessories, gaming peripherals, and limited-edition collaborations to G2 Esports fans worldwide, with multi-currency and regional stores.
• Competitive Esports Teams Professional esports teams competing in League of Legends (LEC), Counter-Strike 2, Valorant, Rainbow Six Siege, Call of Duty, and Rocket League (EVA), plus academy and regional rosters (G2FC, G2 NORD, CS2: Ares).
• Sami AI Agent AI-powered chatbot built on Theta Network cloud infrastructure that answers fan queries about team information, match schedules, player rosters, and tournament standings across G2's socials, website, and Discord server.
• G2 Performance Lab Applied research and athlete development platform backed by Red Bull, focused on coaching, training design, player development, and performance health; collaborates with German Sport University Cologne and Vrije Universiteit Brussel.
• 62 Media Agency G2's in-house production arm handling tournament operations and community activations for partners like PUBG Mobile, helping mainstream brands run esports-native campaigns.
• G2 Army App Mobile application for G2 Esports fans to engage with the organization, access exclusive content, earn rewards, participate in quests, and join loyalty programs.
• G2 x One Piece Collection Limited-edition streetwear capsule collaboration with the One Piece anime IP, featuring hoodies, zip-ups, t-shirts, caps, sleeves, and tote bags with custom G2 x One Piece Jolly Roger designs.
• G2 x Solo Leveling Collection Anime streetwear collaboration with Solo Leveling featuring shadow flame-inspired face tees, mirror tees, power longsleeves, dagger zipped hoodies, and core wide leg sweatpants.
• G2 x Smiley Collection Streetwear collaboration with Smiley featuring liquid long sleeves, sweaters, patchwork jackets, collegiate hoodies, basketball jerseys and shorts, and corduroy hats in various colorways.
• Polo x G2 Collection (Ralph Lauren) Premium apparel collaboration with Ralph Lauren combining the brand's classic polo styling with G2 Esports' samurai aesthetic across polo shirts and lifestyle items.
• G2 x Rhinoshield Phone Cases Phone case collaboration with Rhinoshield offering ShockSpread material protection in thin and ultra-rugged designs featuring G2 Esports branding.
• G2 x Dwarf Factory Artisan Keycaps Artisan keycap collaboration with Dwarf Factory featuring Elite, Outburst, and Shadow character designs for mechanical gaming keyboards.
• G2 x Knify CS2 Knife Replica Counter-Strike 2 Karambit knife replica collaboration with Knify, with a dull blade design intended for safe display and collector purposes.
• G2 Pro Kit 2026 Jersey Official 2026 G2 Esports team jersey available in standard and prestige editions, manufactured in Portugal and priced at $132 USD.

Quantifiable outcome

• 30M+ fans worldwide
• +2 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature3 records

Partnerships

22 partnerships are on record, tiered core, flagship and minor.

• PUBG MobilecoreStrategic or Co-development Partner · 16 June 2026Partnership to expand PUBG Mobile competitive scene in Western Europe. G2's production arm '62' handles tournament operations and community activations. First major event is the PUBG Mobile Global Open Western Europe Finals scheduled for September 11-13.
• Skin.ClubcoreGTM or Marketing Partner · 10 April 2026Official skin partner for Counter-Strike 2 including logo placement on team jerseys, content collaboration, and live experiences. Skin.Club is a Counter-Strike platform with existing partnerships with Team Vitality and professional player Karrigan.
• Theta NetworkcoreTechnology or Integration · 17 February 2026Cloud infrastructure partnership transforming G2's Sami mascot into an AI agent. Integrated into organization's socials, website, and Discord server to assist fans with team information, match schedules, player rosters, and tournament standings queries.
• WinamaxcoreGTM or Marketing Partner · 17 January 2026Multi-year partnership making Winamax the official betting partner for G2's League of Legends (LEC) and Kings League Germany (G2 FC) teams. First betting operator approved by Riot Games to sponsor teams in Europe. Partnership includes co-created weekly podcast 'HopEUm'.
• German Sport University ColognecoreStrategic or Co-development Partner · 1 January 2026Academic institution collaborating with G2 Performance Lab for scientific research on esports athlete development, coaching, training design, player development, and performance health.
• Vrije Universiteit BrusselcoreStrategic or Co-development Partner · 1 January 2026Academic institution partnering with G2 Performance Lab contributing research expertise in sports science and athlete development for esports.
• BetpandacoreGTM or Marketing Partner · 3 December 2025Cryptocurrency-based online betting platform partnership. Betpanda becomes official global betting partner for G2's Counter-Strike 2 team starting in 2026. Includes giveaways, sweepstakes, tournament activations, and jersey logo placement.
• Red BullcoreStrategic or Co-development Partner · 1 January 2019Long-standing partnership with Red Bull providing performance support, memorable content moments, and athlete development. Red Bull has supported the G2 Performance Lab initiative focused on player performance and wellbeing, leveraging Red Bull's experience in traditional sports athlete environments.
• AGON by AOCcoreGTM or Marketing PartnerGaming monitor partnership providing display technology for competitive play. AGON by AOC is a leading gaming monitor brand and G2's official monitor partner.
• Logitech GcoreGTM or Marketing PartnerGlobal leader in PC gaming gear partnership. Co-developed the Logitech G PRO X2 SUPERSTRIKE gaming mouse with professional esports organizations including G2, NAVI, and BLG.
• Ralph LaurenflagshipStrategic or Co-development PartnerFirst-time Ralph Lauren has entered esports. Polo x G2 collaboration offers premium apparel combining Ralph Lauren's class with G2's gaming culture. Collection includes polo shirts and lifestyle items targeting both esports and fashion audiences.
• ExpressVPNcoreGTM or Marketing PartnerOfficial VPN Partner across major competitive gaming events. Partnership provides exclusive in-game rewards, merchandise, and dedicated gaming social hub for G2 fans. Part of ExpressVPN's expanded esports portfolio including LEC and VCT partnerships.
• McDonald's GermanycoreGTM or Marketing PartnerPartnership to fuel emerging talent and women in esports. McDonald's Germany supports G2's initiatives in talent development and inclusivity within the esports ecosystem.
• Herman Miller GamingcoreGTM or Marketing PartnerErgonomic gaming furniture partnership. Herman Miller Gaming provides premium seating and furniture solutions designed for esports athletes' performance and health.
• ESL FACEIT GroupcoreStrategic or Co-development PartnerLeading competitive games and esports company. EFG creates worlds beyond gameplay where players and fans become community, operating ESL, FACEIT, DreamHack brands that G2 competes in.
• Solo LevelingflagshipStrategic or Co-development PartnerAnime collaboration featuring limited-edition streetwear collection inspired by Solo Leveling's shadow aesthetic. Collection includes hoodies, t-shirts, and sweatpants with exclusive designs.
• One PieceflagshipStrategic or Co-development PartnerMajor anime partnership collection fusing G2's samurai spirit with Straw Hat Crew values of courage, loyalty, and determination. Limited-edition streetwear capsule with custom G2 l One Piece Jolly Roger logo.
• SmileyflagshipStrategic or Co-development PartnerStreetwear collaboration shaped by good vibes. Smiley x G2 collection includes hoodies, t-shirts, basketball jerseys, and accessories with liquid and patchwork designs.
• FulllifeminorGTM or Marketing PartnerPremium and eco-responsible streetwear brand created by gamers for gamers. Official sponsor of G2's Pro Kit Jersey.
• RhinoshieldminorGTM or Marketing PartnerPhone case collaboration offering ShockSpread material protection with thin and ultra-rugged designs featuring G2 branding.
• Dwarf FactoryminorGTM or Marketing PartnerArtisan keycap collaboration featuring Elite, Outburst, and Shadow character designs for gaming keyboards.
• KnifyminorGTM or Marketing PartnerCS2 knife replica collaboration offering G2-branded Karambit knife replicas.

Scale indicators5 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• FaZe Clan: US-based multi-title esports and gaming lifestyle organization competing in CS2, Fortnite, and other titles with a strong streetwear and content brand, the closest direct comparable to G2's lifestyle-meets-esports positioning.
• Team Vitality: French-headquartered European esports club fielding teams across LoL (LEC), CS2, Valorant, and Rocket League with similar multi-title, brand-partner-heavy business model.
• Fnatic: UK-based legacy esports organization with rosters in LoL (LEC), CS2, Valorant, and Dota 2 plus a gaming-peripherals business, closely comparable in multi-title European footprint and direct-to-consumer merchandise model.
• Team Liquid: Internationally diversified multi-game esports organization (LoL, CS2, Dota 2, Valorant) with large global fan following and operations in similar Western European and North American markets.
• Cloud9: US-based multi-title esports organization competing in LoL (LCS), CS2, Valorant, and other games, comparable in scale and brand-driven sponsorship approach.
• T1 Entertainment & Sports: South Korean-rooted esports organization with LoL Worlds pedigree expanding across multiple titles, comparable to G2's championship-focused, multi-title ambitions.
• 100 Thieves: US esports and lifestyle brand with apparel and content focus across LoL (LCS), Valorant, and CS2, sharing G2's emphasis on streetwear, content, and brand IP rather than pure competitive performance.
• SK Gaming: German-headquartered legacy esports organization with LoL (LEC) and other titles, directly comparable as a German-rooted multi-title peer under similar European sponsorship dynamics.
• Astralis: Danish esports organization historically dominant in CS2/CS:GO with publicly listed ambitions (Astralis A/S), comparable to G2 in CS2 competitive positioning and brand-led operations.

Emerging players

• Karmine Corp: France-based rapidly rising esports club competing in LEC and other titles, an emerging European challenger whose growth trajectory makes it a comparable future rival to G2's LEC position.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/g2esports
• YouTubeyoutube.com/channel/UCs9Bi1j5s25Yinhmd-NJvJw
• Instagraminstagram.com/g2beyond
• Facebookfacebook.com/g2esports

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries6 records

Funding overview

Funding rounds4 records

Investors13 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about G2 Esports