Esports Entertainment Group has partnered with yet another major league sports team, this time entering an agreement with the New York Rangers. [Image: Shutterstock.com]
The latest pro sports team deal
Esports Entertainment Group Inc. (EEG) will be the official esports tournament provider of the New York Rangers starting July 1. The esports and online gambling company announced its marketing partnership with the NHL team via Twitter on Wednesday:
As part of the agreement, EEG will be running three Rangers-themed esports tournaments through its Esports Gaming League platform. The partners will work together to make custom videos promoting these events on all of the MSG Sports Corporation-owned team’s digital platforms. Some of the prizes on offer will include Rangers memorabilia and merchandise.
The Esports Gaming League hosts online and live esports tournaments and events. It offers services such as complete turnkey esports events, game launches, online branded tournaments, and live broadcasting production.
Excitement all around
Speaking about the Rangers’ foray into esports in recent years was MSG Sports Corporation’s vice president of business operations, Dan Fleeter. He said: “Over the last few years, we’ve hosted dozens of amateur esports tournaments with our esports organization CLG, which have been incredibly well received and we can’t wait to expand on this with the Rangers.”
opportunity to engage with an audience that enjoys both gaming and hockey
Fleeter added that the Rangers look forward to having a mutually rewarding and long relationship with EEG, saying the agreement is a good opportunity to engage with an audience that enjoys both gaming and hockey.
In addition to the New York Rangers, MSG Sports also owns the NBA’s New York Knicks, as well as the Counter Logic Gaming and Knicks Gaming esports teams.
EEG CEO Grant Johnson also welcomed the deal with the Rangers. He spoke about how EEG looks forward to working alongside the team as “they extend their brand into the rapidly growing world of esports.” Finally, EEG president of esports Magnus Leppäniemi mentioned in the announcement that EEG is fast becoming the industry-standard esports platform for professional sports teams.
EEG’s recent expansion efforts
This is not the first deal that EEG has entered with a professional sports team in the United States. It already has agreements with organizations across a variety of major sports. These include partnerships with the Cleveland Cavaliers, New England Patriots, Baltimore Ravens, Denver Broncos, LA Kings, LA Galaxy, and Philadelphia Eagles.
a sports betting arm that is eyeing the burgeoning US market
The esports company also has a sports betting arm that is eyeing the burgeoning US market. The New Jersey Division of Gaming Enforcement gave EEG the green light for a sports betting license in May. Now, the EEG hopes to have its esports-focused offering up and running in the Garden State by the end of its first fiscal quarter.
EEG already has online gambling operations live in certain parts of Europe, and it is also aiming to expand in this region. Last month, it announced the acquisition of online casino and sports betting operator Bethard. The deal will give EEG access to the Swedish and Spanish gambling markets.