Gen.G expands partnership with LG U+

South Korean esports organisation Gen.G has announced a partnership with LG U+, the mobile network operator owned by LG Corporation.

The Gen.G League of Legends team, which competes in the LCK, will have LG U+’s branding on its jerseys. Moreover, the two companies will work on a series of benefits for LG U+ users and fans of the organisation.

LG U+ is the telecommunications arm of LG Corporation, one of the largest corporations in the world. The LG U+ is the third-largest wireless carrier in South Korea and employs around 10,000 people in the country. LG U+ Uth is the carrier’s youth-oriented segment that aims to provide support tailored to Gen Z customers.

The partnership with Gen.G is an expansion of a smaller deal between the two companies which was first agreed in late 2023 for the League of Legends World Championship.

Gen.G partnered with LG UltraGear, the company’s high-performance PC monitor arm, in 2021, and has expanded the partnership earlier in 2024. Due to the scale of LG Corporation, Gen.G couldn’t simply partner with the company in general, but rather its specialised sub-brands.

The partnership with LG U+ is interesting because it focuses on providing U+ users benefits that focus on Gen.G fans. This includes a monthly subscription to the Gen.G Crew, the company’s official fan platform, as well as a subscription to YOUR.GG, a data and analytics platform that Gen.G acquired earlier in 2024.

Arnold Hur, CEO of Gen.G Esports, commented on the deal: “By leveraging all the data we’ve collected across our pro players and the thousands of students at the Gen.G Global Academy, we’re able to offer an even superior customer experience through our YOUR.GG data analytics platform to the millions of gamers that are customers of LG U+.”