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League/Tournament Brands:
- Arctic Gaming will manage G2 Esports’ new academy team in the Superliga Orange Spanish League of Legends competition.
- The team will compete under the G2 Arctic brand, following the end of G2 Esports’ partnership with Team Heretics from last year.
- Chips Ahoy!, a brand of cookie from Mondelēz Group, will be the team’s main sponsor.
G2 Esports has handed the reins of its League of Legends academy team to Arctic Gaming, a Spanish esports organization, which will represent G2 in the officially sanctioned Superliga Orange (SLO) and other national competitions. Financial terms of the partnership were not disclosed.
The partnership includes a new rebrand for G2 Esports’ Spanish team—G2 Arctic. In addition, cookie brand Chips Ahoy! will be the team’s main sponsor, with content and fan experiences to be built around the Mondelēz Group product.
The active player roster for G2 Arctic has yet to be announced. Last year, G2 Esports competed in Spain as G2 Heretics, through a partnership with Spanish club Team Heretics. The partnership ended in December 2019, and the team was disbanded.
The SLO is one of 13 European regional leagues (ERLs) in League of Legends, officially governed by LVP and Riot Games, and interconnected through a semi-annual tournament, the European Masters. All ten teams in the League of Legends European Championship (LEC) field academy rosters in ERLs, with G2 Esports, MAD Lions and Origen taking part in the SLO.
Carlos Rodriguez, the CEO of G2 Esports and a former professional player, was born in Spain, with the team organization itself recentralizing from Spain to Berlin in 2018. Arctic Gaming also competes in Clash Royale, and is partnered with JD Sports Spain and peripheral brand Krom Gaming.
