• Loading stock data...
Tuesday, October 7, 2025

Esports Team Gen.G Rolls Out New Minecraft Event Around Penn Relays

  • Organization launches “Digital Penn Relays” in response to track & field event’s cancellation.
  • Partnership with UPenn adds to Gen.G’s collegiate casual gaming strategy.
Photo Credit: Gen.G

Esports team Gen.G has announced a new partnership with the University of Pennsylvania to create the Digital Penn Relays – an online competition launched in response to the track & field event’s cancellation this month.

Amateur athletes, school alums, and fans of the 125-year-old event will create avatars to compete against each other on customized Minecraft courses developed in partnership with Super League Gaming. 

The one-day broadcast will stream on The Penn Relays’ Twitch channel on April 24. Toyota and The U.S. Marine Corps are the presenting sponsors of the inaugural event.

While Gen.G is perhaps best known for its competitive teams in games like League of Legends and Counter Strike: Global Offensive,  this latest initiative with UPenn is a part of the organization’s overall casual gaming strategy.

“Being an esports company, we’ve found that esports is a deep space, not just for competitive gaming, but for casual gaming,” Jordan Sherman, head of revenue operations at Gen.G, said. “We see this as a long-term play hopefully where gaming will be a part of the Penn Relays for a long time.”

The virtual Minecraft stadium created for the Digital Penn Relays will mirror Franklin Field – where The Penn Relays are held each year, according to the company. 

READ MORE: NASCAR Virtual Races Pave Way for Esports Expansion

Part of that casual gaming strategy is helping universities connect with new generations of gamers. Gen.G additionally viewed the cancellation of events such as March Madness and The Penn Relays due to the coronavirus as an opportunity to bring online remote play to fans. 

The esports company will wrap up a five-day NBA 2K tournament launched in partnership with the University of Kentucky on April 14.

“I think colleges are starting to realize that people are interested in gaming no matter what their background is, which has been interesting for us because universities have realized they have to offer some sort of gaming activation or opportunity for students,” Sherman said. 

Gen.G’s esports teams have won seven championships across titles such as League of Legends and PlayerUnknown’s Battlegrounds on the competitive gaming scene. It also launched the NBA 2K League’s first international franchise in Shanghai. 

READ MORE: ESPN to Air League of Legends Championship Series Spring Split Playoffs

Yet the company does not expect much crossover between its college business and fandom for its esports teams – at least not initially.

“This is a unique part of our business,” Sherman said. “We see competitive gaming taking off, but we also believe in communal casual gaming. These types of partnerships are viewed as potential franchises that we can build with schools where we help them get into a new space.”

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Sponsored

Top Esports Athletes Will Compete for National Glory in the Esports Nations..

The new biennial event, starting in 2026, kicks off a monumental next era for esports.

Esports Winter: NBA 2K League Hits Pause Button Amid Industry Decline

The previously high-profile esports league is now effectively on hiatus amid widespread layoffs.

IOC Proposes Holding Separate Olympics for Esports

The organization’s executive board has proposed a separate Olympics for online gaming.

Featured Today

Paul Cartier

Sports Organists Are Still Thriving in the Era of Raucous Arena Music

“When they walk out and they see a real organ guy, it’s like, ‘Wow.’”
Sep 27, 2025; Milwaukee, Wisconsin, USA; Milwaukee Brewers center fielder Jackson Chourio (11) rounds the bases after hitting a home run during the sixth inning against the Cincinnati Reds at American Family Field.
October 4, 2025

Milwaukee Moneyball: Brewers Are Beating MLB’s Deeper Pockets

Milwaukee is holding its own against big-budget competitors.
Kōloa Rum Company Rum Rusher
September 27, 2025

Panthers Bubbly, Jets Wine, Manning Whiskey: The Sports Booze Boom

A sommelier dives into the sports booze trend—and tries Jets wine.
Nov 17, 2024; Pittsburgh, Pennsylvania, USA; Pittsburgh Steelers fans wave Terrible Towels against the Baltimore Ravens during the fourth quarter at Acrisure Stadium
September 26, 2025

Steelers’ Irish Roots Are Deeper Than NFL Dublin Game

The Steelers have history and the foundation for a future in Ireland.

Thunder Favored, but Bettors Backing Pacers Big in NBA Finals

The most bet-on exact series outcome is the Thunder winning in five.
Fanduel
March 4, 2025

FanDuel Retains Sports Betting Crown With $14B in 2024 Revenue

The FanDuel parent company posts big increases in revenue and net income.
May 8, 2025

FanDuel Misses Projections As Betting Favorites Dominate 

FanDuel is hit by customer-friendly betting outcomes during March Madness.
Sponsored

How Jenny Just Is Shaping the Future of Sports Ownership

Jenny Just on bringing her investment experience to sports ownership.
February 20, 2025

Americans Bet $148 Billion on Sports in 2024, Up 23.6%

Both overall handle and revenue rose by more than 20% last year.
DraftKings app
February 14, 2025

Lawsuit Says DraftKings VIP Program ‘Preyed On’ Gambling Addicts

The company’s being sued for negligence and intentional infliction of emotional distress.
August 20, 2024

Beloved ‘Backyard Sports’ Brand Says It Will Relaunch After Decade Hiatus

“Backyard Baseball” was a turn-of-the-century computer hit. 
DraftKings
August 2, 2024

DraftKings Announces Consumer Tax Starting Next Year

The company’s stock fell 5% Friday morning.