Evil Geniuses partnered with the English Football League team the Wolverhampton Wanderers FC on Wednesday. Fosun Sports Group, which acquired Wolves in 2016, will also make a minority investment in Evil Geniuses, valuing the team at $255 million post-investment.
Evil Geniuses will use Wolves’ expertise on Asian markets and training facilities in the region to aid in its expansion there. Fans can expect English- and Chinese-language content, sponsorships and jointly branded merchandise. The partnership will also see Wolves branding appear on Evil Geniuses’ uniforms.
We are proud to announce our new partnership with the ultimate sports and entertainment challenger brand, the Wolverhampton Wanderers F.C. (@Wolves).
World domination is easier with a good mate. Read more here: https://t.co/fKVkp9e5Cw pic.twitter.com/y6eryVx1KR
— Evil Geniuses (@EvilGeniuses) July 28, 2021
“We are thrilled to partner with Wolves, a storied football club and strong sports and entertainment brand that aligns with our values and mission,” said EG CEO Nicole LaPointe Jameson in a statement alongside the announcement. “This deal will help power Evil Geniuses’ expansion into the Asian markets while also providing new capital to sign more world-class players and grow into new esports.”
For Wolves, the partnership represents a chance to further its own esports ambitions, which Wolves’ general manager of marketing and commercial growth Russell Jones describes as “very lofty,” in a statement.
“We’ll be pooling resources across analysis and performance as well as marketing and commercial to service and grow both organizations. We are looking forward to working with Evil Geniuses on a number of fan engagement initiatives over the next few months, and when travel routes allow, we will be encouraging our teams to visit and engage with one another.”
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