eSports players

Berlin-based organisation G2 Esports has appointed Mei-Ling Rider as its Marketing Director, as it looks to expand into the “first ever truly trans-Atlantic esports team.”

Rider has made the switch from Austria’s Bundesliga title winners Red Bull Salzburg, where she served as Global Head of Media and Audience Marketing. Moving from Salzburg to Berlin, she brings over 15 years’ experience in marketing, media, and audience insight to the organisation.

G2 Esports Mei-Ling Rider
Credit: G2 Esports

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Rider commented on her venture in a release: “I am thrilled to join G2 Esports at such an exciting time, not only in the business’ development but within the esports industry as a whole. Over the past five years, Carlos and his team have built a stand-out brand in the industry that has a loyal fanbase in excess of 25 million fans. Ultimately, G2 is really leading the way in delivering ongoing entertainment to these super engaged, super loyal audiences.”

As G2 Esports’ first-ever Marketing Director, Rider’s main focus will be to help the organisation replicate its commercial success in Europe into the American market, as the brand continues to expand.

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Carlos Rodriguez, CEO of G2 Esports, added: “The appointment of Mei is a major milestone for our business. She brings with her a wealth of marketing and brand experience. At G2, commercial partnerships and our US expansion plans are what keeps pushing forward and I am beyond excited that we have brought in such a talented, rock star marketeer to support us over the next critical phase of our expansion.”

The organisation received a $10 million (£7.6 million) investment from Brooklyn Nets owner Joseph Tsai in December to build an office in New York City and expand into North America.

Esports Insider says: In the past five years, G2 has built a fanbase of over 25 million fans, spanning EMEA, the Americas, and Asia-Pacific. The appointment of Rider bodes well for the organisation as it looks to build on the 20 percent of its current fan base that’s American.

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By lecrab