This Esports Agent Credits Video Games—Not Coaching—for His Career

Cloud9's Greg Via ran track and field in college all the way to the boardrooms of Gatorade and P&G

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Greg Via broke into sports marketing by helping Michael Jordan sell Gatorade. He pulled Derek Jeter, Roger Federer, Tiger Woods and Thierry Henry together to pitch Gillette razors. But one big name explains his switch from traditional sports superstars to esports personalities: Duke Nukem.

“I was a closet [gamer] when I was at Gatorade: I played PC games and played Duke Nukem and tried Doom,” he said. “I just loved those games, but never had a console or any of those things growing up.

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This story first appeared in the Feb. 21, 2022, issue of Adweek magazine. Click here to subscribe.