The reigning champion of the Premier League is adding another distinction to its résumé. Manchester City F.C. is launching The Ladder, a custom Fortnite experience that will look to raise the soccer club’s credibility among young fans.

The Ladder will utilize iconography associated with Man City, which has finished on top of the standings in six of the past seven Premier League seasons. Fortnite players will compete in one-on-one arenas that will feature the club’s branding. Man City is the first Prem side to launch its own Fortnite activation.

Digiday noted that The Ladder was not developed out of an official partnership between Man City and Fortnite developer Epic Games. Instead, the club “collaborated” with Epic to get advice on the best ways to utilize the Fortnite Creative suite, according to City Football Group head of Esports, Gaming, and Metaverse Kris Lewis.

In terms of payouts and brand interest,...