G2 Celebrates 10th Anniversary with an Experiential Event
G2, one of the world’s leading entertainment and esports brands, is celebrating its 10th anniversary in 2025. Throughout the year, the organisation will be inviting fans to celebrate with exclusive events, exciting new merch collaborations with major global IPs, content drops, and more as the organisation looks back at 10 successful years, and ahead to G2’s bright future.
In just a decade, G2 has become an undeniable powerhouse brand in esports, conquering much of the global competitive scene. With over 100 first-place finishes across all teams and taking home 19 major trophies in 2024, G2 boasts the world’s top Counter-Strike 2 roster, Americas VALORANT roster, and is the most-awarded League of Legends team in Europe with the support of over 40 million fans globally. Having conquered Europe, G2 has continued its global expansion focusing on North America and Asia, and is now the number one Western esports organisation in China.
Combined with its competitive success, G2 has earned a reputation as one of the most entertaining brands in esports. Its raw, unfiltered approach to content and community building with a key focus on narrative building and storytelling has enabled the organization to rise above its competitors, setting the bar high for the esports industry. The strength of G2’s brand is demonstrated by its adaptability regardless of country or game – G2 is able to resonate with fans on a local level across the globe while still staying true to its core brand identity, helping the organization to authentically gain local fans in new markets as it continues its global expansion.
G2’s strength over the past 10 years can also be measured by their industry-pioneering partnerships, and more importantly, their ability to maintain long-term relationships with some of the biggest brands in the world that not only elevate G2’s identity globally but the esports industry as a whole. G2’s tailored approach to partnerships enables them to create unique and standout campaigns that entertain fans and create long-term brand affinity for their partners. G2’s long-term partnerships include: Logitech and AOC – 8 years, Red Bull and Mastercard – 6 years, Ralph Lauren – 4 years, Herman Miller and Oakley – 3 years.
10 years of G2 celebrations launched with the G2LLERY, an immersive gallery experience in the organisation’s home city of Berlin, Germany. On Friday, G2 kicked off celebrations with players and friends of G2 with an exclusive event taking attendees on a journey throughout G2’s history showcasing the biggest wins and fails, and unveiling a first look at the new 2025 jersey collection including the Pro Kit and Prestige jersey. This is the first time G2 has held an experiential event to launch their new jersey collection, and with all the history behind the 10-year anniversary, there was no better time to celebrate. The G2LLERY experience will be open to fans until January 20th to cover the start of the LEC 2025 season that kicks off on January 17th.
The 2025 jersey collection launches today and for the first time, G2 is launching a 2 jersey collection – the Pro Kit, which will be worn at all regular season events and tournaments, and the Prestige Jersey, which will be reserved for major international events throughout the year that G2 teams qualify to compete in. The jersey design incorporates the visual identity of its 10 year anniversary campaign into the fabric of each jersey – the eye flair from the classic G2 Esports logo, which can be seen across all G2 channels. It represents the very core of G2’s brand that has been built over the last 10 years – defiance, competitive excellence, and entertainment that sparks emotion.
Alban Dechelotte, Chief Executive Officer, G2 commented: “In just 10 years, G2 has been able to achieve what takes most organisations 20 or even 30 to do. I’m incredibly proud of the last decade, but now it’s time for us to take G2 to the next level. Our aspirations are now much bigger, and 2025 is about laying the foundation for G2 as the new generation sports club of the future.
We have some very unexpected collaborations and content coming. Thank you to our fans, players, partners and everyone who got us this far – here’s to an incredible 2025 and beyond.”
Sabrina Ratih, Chief Operating Officer, G2 commented: “Over the last 10 years, G2 has established itself as a true pioneer in the esports space, and while we are thrilled to celebrate our competitive successes, it’s not just about the trophies – our vision is to create performances and entertainment that captivate the world. We want to continue to inspire, to challenge the status quo, and show how our organisation is the pinnacle of competition and entertainment. We’re excited for the world to join us in 2025 to celebrate how far we’ve come, and to see what’s next for G2.”
