Esports organisation Gen.G and Manchester City Football Club have announced a new development in their ongoing partnership by introducing a co-branded team named GEN CITY. The name will now be officially used by Gen.G’s EA FC Online squad, which has secured three consecutive championships in 2025.

While the GEN CITY brand has been associated with collaborative initiatives between the two organisations since the start of their partnership in 2023, this marks the first time a competitive team will formally adopt the joint branding. Renewed in 2024, the collaboration focused mostly on joint fan and media activations in South Korea.

Manchester City also holds its own EA FC team in the ePremier League, having won the title in 2024. The club also extends its esports efforts to Fortnite, with players Sebastian “Trippernn” Kjaer and Aidan “Threats” Mong in its roster, and holds a gaming facility in the Etihad Stadium in the UK since June 2024.

News was shared on LinkedIn by Steve Lee, Senior Director of Partnerships at Gen.G, who described the collaboration as one between “the most creative collab duos.” According to the executive, GEN CITY will compete in the Korean EA FC Online Super Champions League (FSL) and other international FC Online leagues.

Manchester City aren’t the only English Premier League team to be expanding more in esports. Wolverhampton Wanderers, better known as Wolves, are finding success in Valorant and secured a strategic investment worth tens of millions of yuan from Chongqing Green Development Group. Central to that investment is Wolves’ ¥200 million (~$28 million), 10,000-sqm esports arena in Bishan, set to be open by late 2025.