Esports betting operator Esports Entertainment Group has entered into a new partnership with AEG, the sports and entertainment business that owns major league sports franchises the LA Kings and LA Galaxy.
Under the agreement, Esports Entertainment will become the official esports tournament provider for National Hockey League (NHL) team the LA Kings and Major League Soccer (MLS) club LA Galaxy.
The deal, which represents Esports Entertainment’s first partnerships with teams in each league, will see the operator exclusively host branded tournaments for the franchises on its Esports Gaming League (EGL) platform.
EGL runs live and online events and contests, allowing gamers to compete and access a range of content relating to esports and video games.
“This is the first big US push for our tournament platform, a key component of our ‘Three Pillar Strategy’ for growth,” Esports Entertainment’s executive vice president for esports, Magnus Leppaniemi, said.
“The LA Kings and LA Galaxy are highly acclaimed teams, and we are incredibly proud to be a part of their ongoing success.”
AEG Global Partnerships’ senior vice president, Josh Veilleux, added: “We are continually looking for new and innovative ways to give back and add value to our fans.
“Thanks to this first-of-its-kind partnership, both the Kings and the Galaxy will be able to create even more memorable experiences for the devoted Angelenos who support them.”