Helsing Asset Management Acquires Bocoya Esports and Announces Rebrand to BOC Sports & Entertainment
For Immediate Release
Helsinki, Finland – December 17, 2025
Helsing Asset Management (“HAM”), a brand of Helsing Business Group (“HBG”), today announced the acquisition of Bocoya Esports, a Nordic esports organisation founded in 2022. Following the transaction, the organisation will operate as BOC Sports & Entertainment (“BOC”), a newly established platform designed for disciplined growth, international expansion, and sustainable monetisation within esports and digital entertainment.
BOC Esports was initially founded by Bocoya Club International and has operated to date under a Finnish non-profit structure. Since its inception, the organisation has managed more than 40 athletes, fielded multiple League of Legends rosters, and participated in the Nordic League of Legends Championship and Elite Series in Benelux. Its development has been community-driven, with a focus on player development and regional participation rather than short-term commercialisation.
The acquisition transfers full ownership of all assets, intellectual property, contracts, and digital platforms to HAM. This transition provides a clean corporate foundation and enables the professionalisation of governance, contracting, and revenue generation.
HAM’s investment thesis is based on the conviction that esports can be operated as a profitable, asset-light business when structured around recurring revenue, disciplined cost control, and measurable partner value. Rather than relying on episodic tournament winnings or one-off sponsorships, BOC will be developed as a multi-channel platform combining long-term sponsorships, fan memberships, merchandise, digital content, and event-based activations.
Under HAM’s ownership, BOC will pursue a phased international expansion strategy. Initial operations will remain anchored in the Nordics, with selective entry into additional European and global markets through partnerships, shared services, and standardised operating frameworks. Geographic expansion will be tied to audience reach, sponsor demand, and operational readiness, rather than headline-driven market entry.
The operating model emphasises scalability and margin discipline. Centralised finance, legal, and marketing services provided through HBG reduce fixed costs, while standardised sponsorship reporting and analytics are designed to improve renewal rates and pricing power. The company’s asset-light structure, low capital expenditure requirements, and minimal working-capital needs support strong cash-flow conversion once revenues are contracted.
As part of the transition, Juan “PABS” González has been appointed General Manager, overseeing operations across Valorant and League of Legends. He will be responsible for implementing the new operating model, managing competitive activities, and executing commercial partnerships in line with HAM’s governance framework.
“Esports has reached a stage where scale without structure no longer works,” said Kirill Helsing, Managing Director at Helsing Business Group. “Our thesis is simple: esports can be profitable when it is governed like a business, not a hobby. BOC Sports & Entertainment is built to convert audience reach into contracted revenue, diversify income streams, and expand internationally with discipline rather than speculation.”
About BOC Sports & Entertainment
BOC Sports & Entertainment is a Nordic-based esports and entertainment organisation with roots in competitive League of Legends. Building on the legacy of Bocoya Esports, BOC operates with a long-term focus on organisational development, competitive integrity, and community engagement.
About Helsing Asset Management
Helsing Asset Management is a brand of Helsing Business Group and serves as its asset management and platform ownership arm. HAM focuses on long-term value creation through disciplined governance, strategic capital allocation, and the professionalisation of scalable businesses.
Media Contact
Kirill Helsing
kirill.helsing@helsingbg.fi