TheGamingEconomy’s Daily Digest brings you the prevalent business stories in gaming. In today’s news: Gen.G partners with Puma; organisational changes at Arc System Works; and Brøndby IF expands hummel partnership to esports.

Gen.G partners with Puma

German sports clothing brand Puma has announced that it has entered into a partnership with esports organisation Gen.G Esports, which will see the firm supply the Los Angeles-based team's players and content creators with merchandise. Though financial terms and duration of the collaboration have not been announced as-yet, the partnership will initiate with Gen.G Korea, which encompasses the organisation's League of Legends operations.

Gen.G has been forging commercial partnerships with third parties at a prolific rate since last year, having signed agreements with Bumble, Benefit Cosmetics, Desker, DouYu, Eastern Michigan University, Han Sung Motor, Logitech G, McDonald's, More Labs, and the University of Kentucky, among others. Puma has also been making meaningful moves into esports prior to this latest partnership, having fostered deals with AGO Esports and ORDER last year. Moreover the clothing brand entered into a deal with Cloud9's League of Legends team, also last year, which was expanded to include all Cloud9 teams including London Spitfire (Overwatch League), which is now under the logistical control of Guinevere Capital following a strategic partnership announced on 5th June.

Commenting on the partnership, Gen.G COO Arnold Hur said, "I’m very proud that Gen.G has become Puma’s very first esports partner in Asia. Through this partnership with Puma, I’m very excited about the collaboration between esports, fashion, and lifestyle. Although these are tough times for everyone, the esports industry will continue to grow, and Gen.G will continue to lead the way in popularising and in growth of this industry."

Organisational changes at Arc System Works

Yokohama-based developer-publisher Arc System Works (ASW) has announced a swathe of organisational changes, including the appointment of Hideyuki Abe as Product Development Manager and Chief Technical Officer. The studio, best known for its owned and licensed fighting titles, has also appointed new managers under Abe within the product development division, with Akira Katano (ASW-owned fighting titles), Ryohei Endo (third-party fighting titles), and Tatsunori Ishikawa (ASW-owned non-fighting IP) assuming new roles.

Arc System Works has also established a Global Business Department as it looks to expand its international commercial operations, which will be managed by Takeshi Yamanaka. Finally, the studio has established a digital marketing division within its domestic business department, which will be overseen by Riku Ozawa.

Brøndby IF expands hummel partnership to esports

Danish football club Brøndby IF has announced the expansion of its existing partnership with Aarhus-based clothing retailer hummel, which will now encompass Brøndby IF's FIFA team. Players for Brøndby’s esports team will now be supplied with hummel clothing for official competitions, with the supplier to be recognised as the team's official clothing provider in additional branded material. hummel's previous activity within esports include recently-announced collaborations with fellow Danish organisation Astralis Group, as well as a partnership with German team PENTA. Financial terms of the partnership have not been disclosed.

“With the cooperation with Hummel, we have once again managed to link an existing Brøndby partner to our sports team, which we are very pleased with, and at the same time it is an expression of the community that is among both club and partners. It is great to experience the support of existing partners and be able to include them in our ‘new’ online community.”