Energy drink maker G FUEL is one of the largest sponsors for gaming influencers on YouTube and Twitch. But now Twitch streamers like “demonje” (Destiny 2) are ending their business relationship with the company. The reason is a scandal from June 2022. G FUEL is said to have already lost more than 75 partners and 50 million followers on social media in the course of the scandal.
Where does the information come from? Digiday published an insider report on September 7th about the toxic workplace G FUEL.
A statement from the company was obtained, some former employees were spoken to anonymously and also partners who are now distancing themselves from G FUEL.
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CEO is said to have insulted employees and then fired them
What’s the scandal? G FUEL fired seven talent managers on June 16. The day before, five of them allegedly complained to the human resources department that the company’s boss had used derogatory language during a meeting. The fired employees expressed their displeasure at the dismissal on Twitter.
CEO Cliff Morgan is said to have spoken of former employees as “lazy motherfuckers”. The company has admitted that. However, it is said that this was not an insult to individuals, but rather a general description of the work of the employees.
Morgan also reportedly labeled current employees as “retarders” and pressured them to work harder. Anonymous sources say he ended the call with a half-hearted assurance that he would not fire anyone.
According to a company spokesman, the employees were laid off due to “a lack of performance” in the course of a “restructuring”. Some of the employees would have received severance pay for 6 weeks.
This is the “normal” way to make a lot of money via Twitch, but many streamers also use sponsorship deals. When it comes to deals, G FUEL is at the forefront:
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More than 75 partners are said to have jumped off G FUEL
These are the effects: The talent managers are key contacts for the influencers they work with. As part of their sacking, more than 34 people are said to have resigned from their association with G FUEL, as reported by Digiday.
The 7 talent managers who were fired, including 3 women, are said to have mentored 34 of those 75+ influencers.
Streamer demonjoe says: He was at G Fuel for 3 years and is not saying goodbye.
This is what one of the people leaving says: “demonjoe” is a Destiny 2 Twitch streamer and YouTuber. He canceled his contract with G FUEL after learning about the allegations. He said to Digiday:
It was a big part of my income from YouTube, Twitch and such. I’m giving up quite a large sum.
demonjoe
He was allowed to cancel the contract without further ado, without protest or problems, only the paperwork was a week’s work.
Who else is stopping? According to Digiday’s report, major partners have also distanced themselves from G FUEL, such as NFL quarterback Kurt Benkert.
According to Digiday, G FUEL lost more than 50 million followers on social media in the course of the departures.
When we talk about Twitch, we often talk about the superstars who have huge exclusive deals with the platforms. But for streamers in the midfield of Twitch, such sponsor deals as with G FUEL are essential:
How much money do “normal” Twitch streamers make? Who can make a “good” living off Twitch?