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 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.”