Dominic Müller, Co-Founder and former Managing Director of BrightUp Agency, has announced his appointment as Commercial Director at European esports organisation G2 Esports.

Müller confirmed the move in a LinkedIn post, stating he left BrightUp around five to six weeks ago to pursue new opportunities. BrightUp was founded in 2024, providing strategic partnerships, business development, and sales leadership across the esports industry, with a focus on connecting brands with esports teams and assets.

Before BrightUp, Müller spent over six years at sports marketing agency Sportfive, where he held roles including Senior Director, Global Partnerships, Esports & Gaming. In that position, he led the European Esports Sales Team and managed sales for Riot Games’ esports assets across Europe, securing international partnerships for teams such as T1, Karmine Corp, Fnatic, and SK Gaming, as well as events including the PUBG Global Championship, VALORANT Champions Tour (VCT) EMEA, and League of Legends EMEA Championship (LEC).

Earlier in his career, Müller worked at Riot Games, where he contributed to the establishment of the European Esports office in Berlin, and at gaming hardware company Razer, managing event marketing, business development, and sponsorships in Europe.

Müller stated he is “unbelievably hyped” to take on his new role at G2 Esports and will be present at European gaming conference Gamescom in Cologne, Germany, next week.