Gen.G has officially announced a multi-year partnership with SOOP running through 2028. The broadcasting deal will cover several titles beyond League of Legends — namely VALORANT, PUBG, FC Online and Tekken. Fans will be able to follow Gen.G players' exclusive streams directly on the platform.
On Gen.G's side, the emphasis is on the content dimension of the deal: the goal is to go "beyond streaming" by collaborating with some of the best Korean content creators to offer fans new formats and events.
SOOP impresses
For those less plugged into the Korean scene, this partnership fits within a broader momentum. SOOP is the former AfreecaTV, rebranded in early 2024. The platform capitalized heavily on Twitch's departure from South Korea to establish itself as the country's go-to broadcaster.
Since then, its rise in Korean esports has been meteoric. SOOP landed a five-year strategic partnership with Riot Games covering the LCK from 2026 to 2030, one of the biggest broadcasting deals in esports history. The platform is now the exclusive domestic broadcaster of the LCK alongside Naver.
Above all, SOOP has locked down exclusive streaming deals with seven of the ten LCK teams: DN SOOPers, , , , , and . The organization even owns its own LCK team, the DN SOOPers. The Gen.G deal thus adds to an already very dense web, turning the platform into a centralized hub for official matches, pros' personal streams and original content.
