Upwards Agency has announced a new partnership with North American organisation Evil Geniuses. The London-based creative studio will provide the storied club with a range of content services, a move that highlights a business model for teams to outsource their creative and social media output to specialised agencies.
The partnership will see Upwards support Evil Geniuses with creative pitching, short-form video editing, motion graphics, and on-site capture. The goal is to deliver fast-turnaround content designed to boost the organisation’s social output and fan engagement.
This agreement deepens Upwards’ footprint in the North American market and adds a significant Tier 1 organisation to its portfolio, which includes continued collaborations with Sentinels and the Esports Awards, part of the MEGA ecosystem along with Upwards itself.
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According to a press release, the agency’s model is built on addressing a specific industry need. George Geddes, Managing Director and Founder of Upwards, explained the rationale, stating, “Teams want to publish more, but hiring a full in-house department is costly and slow.”
He further elaborated in an exclusive comment to The Esports Radar, adding, “Teams want to hire more, but this can lead to inefficiencies. Upwards’ goal is about allowing teams to invest strategically into their content and ensure that their companies’ staff remain fully supported.”
“According to our internal reporting, companies that work with Upwards have seen an increase in sponsorship content, increase in social metrics, and overall content output,” he said.
As part of the MEGA ecosystem, Upwards is positioned to connect rights holders with brands and media partners, with a stated focus on driving measurable commercial outcomes for its clients. The agency is now preparing to support major campaigns scheduled for 2026.
“Great esports content still wins attention,” added Geddes. “Our focus now is helping partners turn consistent content into measurable commercial growth, from fan engagement to sponsor value.”
This new deal follows a period of significant activity for the agency, including supporting multiple organisations with creative design, social media assets, and match-day coverage during the 2025 Esports World Cup. Past collaborations listed include Team Vitality, Spacestation, Gaimin Gladiators, and Team Falcons.
