Malta-based gambling firm Esports Entertainment Group (EEG) has been named the official esports tournament provider of the LA Kings and LA Galaxy.
Under the terms of the agreement, EEG will host branded tournaments for the LA Kings and LA Galaxy via online tournament provider Esports Gaming League (EGL), which the company announced its intention to acquire in August.
The accord is said to provide “new ways for the teams to engage their fans while demonstrating the crossover appeal of esports to traditional sports fans and organizations,” according to a release.
Magnus Leppaniemi, EVP of Esports at Esports Entertainment Group, commented on the agreement in a release: “This is the first big U.S. push for our tournament platform, a key component of our Three Pillar Strategy for growth. The LA Kings and LA Galaxy are highly acclaimed teams, and we are incredibly proud to be a part of their ongoing success.”
The deal was brokered by AEG Global Partnerships, a division of sports and live entertainment company Anschutz Entertainment Group. AEG owns and operates a variety of venues, entertainment enterprises, and professional sports teams globally, including North American organisation Immortals.