Esports Entertainment Group (EEG), the esports and online gambling operator, has sealed a marketing partnership with the New York Rangers NHL ice hockey team.
Under the agreement, EEG will serve as the Rangers’ official esports tournament provider from the start of July.
EEG will operate three Rangers-themed esports tournaments via its Esports Gaming League brand and platform. The two parties will also work together to create video content that will promote the tournaments across the Rangers’ digital platforms.
“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,” said Dan Fleeter, vice-president of business operations at MSG Sports Corp, the team’s parent company.
“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.”
Esports Gaming League enables the delivery of live online tournaments where gamers can compete and engage with a range of content relating to esports and video games on a proprietary technology platform. Services include full turnkey esports events, live broadcast production, game launches and online branded tournaments.
EEG’s president of esports, Magnus Leppäniemi, added: “We are quickly becoming the industry standard tournament platform for professional sports, as teams recognize the strength of our platform and its ability to meet the demanding needs of large-scale deployments.”
Earlier this month, EEG completed takeovers of Helix eSports and ggCircuit. The bsiness explained that the acquisitions would strengthen EEG’s ‘Play, Watch, Bet’ strategy by adding state-of-the-art esports entertainment centers, an esports-focused software business, esports analytics platform and P2P skill-based wagering platform.