Translating a Partnership into Cultural Momentum

Evil Geniuses x Wolves

THE INTRO

Evil Geniuses partnered with Premier League club Wolverhampton Wanderers, bringing together esports and traditional sports audiences.

The challenge was to make the connection feel real, not forced.

THE CHALLENGE

Esports partnerships often feel transactional.

This needed to resonate with two passionate fan bases and create shared excitement.

THE INSIGHT

Esports and traditional sports are closer than they appear.

Both are built on competition, identity, and community.

THE IDEA

Position the partnership as a natural extension of fandom, connecting two worlds through shared passion for the game.

THE WORK

We launched the partnership through a coordinated set of high-impact moments:

Social-first campaign and sizzle video

Co-branded jerseys

Stadium activation

Press and digital rollout

Each piece reinforced the connection between the two communities.

MY ROLE

Led creative direction and brand strategy, including concept development, jersey design, and video direction.

THE RESULTS

3M+ organic video views

1352% increase in website traffic

Coverage across major outlets including Forbes

The announcement also marked a key milestone in Evil Geniuses’ growth, contributing to a reported $255MM valuation.

Below are a couple more partnership videos I guided my team to create. These announcement videos illustrate the strategy and positioning of the partnerships, and why partners continued to re-up their contracts. It also helped that the videos had massive engagement numbers with their targeted audience.

To announce the partnership with Elysian Brewing, we positioned their SpaceDust beer as a necessary element for fans to enjoy when watching a match - scripted and edited to feel like a Guy Ritchie short.

Content series developed for Evil Geniuses and Elysian Brewing (ep1).

To announce the partnership with Tumi, we created a campaign that spotlighted the premium qualities that would resonate with fans aspiring to be professional players.

Developed meaningful content series that EG's partners were excited to support.

Ad development for Factor, an Evil Geniuses sub-brand, that created insightful live charts and graphs fed directly from Riot Games' League of Legends esport events. This series of ads ran during league events to drive awareness and activation.

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