Esports Entertainment Group lands two new US sports deals
Esports-first operator secures agreements with NBA and MLS franchises to provide branded-esports tournaments
Esports Entertainment Group (EEG) has secured two new major US sports teams to become the pair’s official esports tournament platform provider.
The Malta-headquartered operator has inked deals with the NBA’s Cleveland Cavaliers and MLS’ LAFC.
EEG will provide the pair with branded-esports tournaments using its Esports Gaming League (EGL) platform subsidiary.
Additionally, in the Cavaliers deal, EEG will be afforded LED courtside advertising opportunities during the 2021-2022 regular season and will partner with the franchise’s NBA 2K League affiliate team, Cavs Legion GC.
Grant Johnson, EEG CEO, said: “Our EGL platform continues to gain strong traction among top-tier professional sports franchises.
“We are delighted to announce the Cavs as our first NBA team partnership. Our robust tournament platform will help the Cavs strengthen connections with their fans, while providing new avenues for engagement.
“We are [also] excited to add LAFC to our growing roster of top-tier professional sports organisations and look forward to helping the team strengthen connections and engagement with their growing fanbase,” he added.
The Cavaliers and LAFC have joined an extensive list of EEG’s tournament providers including the Denver Broncos, Baltimore Ravens, Philadelphia Eagles and LA Galaxy.