Esports Entertainment Group Inc (NASDAQ:GMBL) (FRA:40Y1), an online gaming company, has reached a deal to become the official esports tournament provider for the LA Kings of the National Hockey League (NHL) and LA Galaxy of Major League Soccer (MLS).
Under the terms of the deal, done through AEG Global Partnerships, the company will act as the exclusive host of branded esports tournaments for the Kings and Galaxy on its Esports Gaming League (EGL) platform.
The idea is to provide new ways for the teams to engage their fans while demonstrating the crossover appeal of esports to traditional sports fans and organizations, the company said. This is a new category for both sports organizations and it is Esports Entertainment Group’s (EEG) first partnership with an MLS and NHL team.
READ: Esports Entertainment sets revenue guidance at $13M and $25M in fiscal 2021 and 2022 respectively
"This is the first big US push for our tournament platform, a key component of our three-pillar strategy for growth,” EEG EVP of Esports Magnus Leppaniemi said in a statement. “The LA Kings and LA Galaxy are highly acclaimed teams, and we are incredibly proud to be a part of their ongoing success.”
AEG, which brokered the deal, is a live sports and entertainment company that bills itself as delivering innovative experiences through its network of venues, sports franchises, music brands, ticketing platforms and more.
“AEG is proud to join forces with EEG, an industry leader whose commitment to their customers and the overall growth of sports and entertainment aligns perfectly with ours,” AEG Senior Vice President Josh Veilleux said. “We are continually looking for new and innovative ways to give back and add value to our fans. Thanks to this first-of-its-kind partnership, both the Kings and the Galaxy will be able to create even more memorable experiences for the devoted Angelenos who support them.”
The company’s EGL platform provides live and online events and tournaments where more than 350,000 registered gamers can compete and enjoy a wide range of content. Its services include full turnkey esports events, live broadcast production, game launches and online branded tournaments, the company said.
Contact Andrew Kessel at [email protected]
Follow him on Twitter @andrew_kessel