South Korean esports organisation Gen.G and streaming platform SOOP have extended their partnership through 2028.

Gen.G announced on X that it had signed a new agreement with SOOP. The partnership between the two sides was already in place before the extension, with many Korean esports professionals, including Gen.G players, having historically streamed on AfreecaTV, now known as SOOP.

The new agreement formalises and significantly expands that relationship into a multi-year alliance covering more game titles, content collaboration, and offline event integration.

Under the agreement, the two companies will focus on expanding esports content and creating more opportunities for players and fans to communicate. SOOP plans to offer a variety of content on its platform, including players’ personal streams, collaboration content with streamers, live broadcasts, and subscriber events.

As part of the deal, personal streams from players across all of Gen.G’s domestic teams will be broadcast exclusively on SOOP. This includes players competing in titles such as League of Legends (LCK), VALORANT (VCT Pacific), PUBG, FC Online, and Tekken.

Gen.G players will also take part in existing SOOP content programs, including Myeolmangjeon and SLL. In addition, the two companies will work together on the planning and production of Gen.G’s offline events.

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A SOOP official said in an official statement, “Through this expanded partnership, we’ll create more ways for fans to connect with the team, from players’ personal streams and collaborative content to offline events. The primary goal is to give players and fans more opportunities to interact directly beyond just match days.”

SOOP’s latest announcement follows a number of partnership deals the company has signed in the esports space. Most recently, it revealed an exclusive lineup of pro player broadcasts for June 2026 to give fans something to watch during the LCK break. Around a month ago, SOOP also extended its partnership with BNK FEARX, with players from its League of Legends and FC Online teams continuing to stream only on SOOP.

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