Monumental Sports & Entertainment (MSE) has entered a global partnership with the Embassy of the United Arab Emirates focusing on esports.
MSE owns NBA 2K League team Wizards District Gaming and NHL esports brand Caps Gaming. It’s also a co-owner of aXiomatic, the parent company of Team Liquid.
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The deal with the Embassy of the United Arab Emirates encourages “cultural diplomacy” through “the energy and creativity of the esports community.” It will include online and in-person tournaments and other undisclosed activations.
Zach Leonsis, Senior Vice President of Strategic Initiatives at Monumental Sports & Entertainment, spoke on the partnership: “Whether it is Wizards District Gaming, Caps Gaming or our investment in Team Liquid, esports continues to be an important emphasis for us at Monumental as we strive to best connect with the next generation of fans. We are thrilled to partner with the UAE to shine a light on esports around the globe through innovation and collaboration.”
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Monumental Sports & Entertainment, through its esports brands, will “help amplify the message of UAE-USA United;” an initiative from the Embassy that promotes the relationship between the two nations.
Yousef Al Otaiba, UAE Ambassador to the United States, also commented: “Young people in the UAE and US have many shared values and common interests – including a fervent passion for gaming. As a leader in the sports space, Monumental is a natural partner to help us connect the UAE’s dynamic esports community with likeminded gamers here in the States.”
Esports Insider says: We’re sure there will be plenty of opinions given on this particular partnership, especially since we don’t see too many of these types of deals in esports. It’ll be interesting to see how the tournament activations are executed.