Esports Entertainment Group inks NHL marketing partnership
Esports-centric operator continues major US sports drive with New York Rangers link-up
Esports Entertainment Group (EEG) has landed another major sports partnership as it continues to flex its marketing muscles in the US.
The New York-listed operator has joined forces with NHL franchise the New York Rangers to become its official esports tournament provider.
Under the remit of the agreement, EEG will launch three Rangers-themed esports tournaments using its Esports Gaming League platform.
EEG will also work with the Rangers to create original and custom content to be used across Rangers’ digital platforms, with each tournament boasting a swathe of Rangers memorabilia in the prize pots.
The Malta-headquartered operator already holds similar agreements with the NFL’s Philadelphia Eagles, NHL’s LA Kings and MLS sides Philadelphia Union and LA Galaxy.
Magnus Leppäniemi, EEG esports president, said: “We are quickly becoming the industry standard tournament platform for professional sports, as teams recognise the strength of our platform and its ability to meet the demanding needs of large-scale deployments.
“We look forward to helping the Rangers achieve their goals in this exciting new arena,” he added.
Dan Fleeter, Madison Square Garden Sports Corp VP business operations, noted: “We look forward to a long and mutually rewarding relationship with EEG and believe this is a wonderful opportunity to engage with an audience interested in hockey and gaming.”