Galaxy Racer partners with Polaris Sports to engage with Gen Z

Dubai-based esports, gaming and lifestyle organisation Galaxy Racer (GXR) has announced a collaboration with Polaris Sports, known for its expertise in athlete commercial rights representation. The two companies will work together to engage the next generation of talent, Gen Z, by creating interactive and consumable content.

As a part of the partnership, Polaris Sports will become an investor and shareholder in GXR. The two companies will also work closely together to elevate the profiles of sporting personalities represented by Polaris Sports and reach new audiences. The partnership allows sport figures to connect with and engage Gen Z through content, esports, gaming and branding initiatives with the ultimate goal of creating interactive content for Gen Z in the Middle East and beyond.

Polaris Sports has been a mainstay in the industry for over a decade and a half and it represents some of the world’s most successful athletes such as Cristiano Ronaldo, José Mourinho, Falcao, James Rodríguez, Bernardo Silva as well as new exciting talent such as João Felix, Rafael Leão, Ansu Fati, Marcos Asensio and many others, reaching more than 1.2 billion social media followers.

Paul Roy, founder of Galaxy Racer, stated, “We are grateful and honoured to be able to join forces with a global brand like Polaris Sports. Our mandate is to identify regional and global opportunities for players and unlock new channels for commercial collaborations and revenue generation. This is a very exciting time in our industry with so much to offer to both players and fans.”

Luís Correia, CEO and founder of Polaris Sports, said, “Polaris’s philosophy has always been to be associated with the brightest international talents with the goal to ensure, increase and underpin their commercial status on a global scale. That’s why this partnership with Galaxy Racer (GXR) has everything to be a success and a winner, aiming to further enhance athletes and exploring joint opportunities in a region where we already have a strong presence. It is with great joy that we start this partnership with Galaxy Racer.”