Florida-based esports organisation Misfits Gaming Group (MGG) has expanded the current scope of its partnership with NBA franchise teams Miami Heat and Orlando Magic.
The union will fuse together all three Florida organisations to expand and “develop further opportunities in the endemic and non-endemic space” through a strategic partnership rights deal. Benefits of this accord include heightened accessibility and deeper sponsorship options across a variety of teams and markets.
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Lagen Nash, SVP of Partnerships for Misfits Gaming Group, commented on the partnership in a release: “The Miami HEAT and the Orlando Magic are innovators in sports, and we’re incredibly proud to expand our relationship and kick off the first year of a strategic partnership together. This partnership lays the foundation for Florida’s premier NBA and esports franchises to bring together specialist market knowledge and to raise the profile of esports in Florida.”
The collaboration will allow both NBA teams to utilise MGG properties within strategic partnership opportunities. A wide array of non-endemic brands suggested to have interest in the esports market will also be made available to Misfits through this collaboration. In addition to including Misfits in potential partnership deals, the Miami Heat and Orlando Magic will assist in “marketing, promotion, digital, and sponsorship sales” on behalf of MGG.
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Glen Oskin, Vice President of Corporate Partnerships for Miami Heat, added: “We’ve been a partner of MGG from its early stages and have been proud to watch it grow into one of the premier franchises in esports. This new partnership including the Orlando Magic allows MGG and our partners to increase their visibility throughout the state of Florida while allowing Florida’s NBA franchises to further extend our footprint in the esports space. It’s a win-win situation for all of us.”
Both the Miami Heat and Orlando Magic will leverage its NBA 2K League franchises – Heat Check Gaming and Magic Gaming – to bring MGG closer to NBA partners and audiences. In return, MGG will expand the horizon for its NBA partners through its brand equity across a range of global esports titles; creating opportunities within Overwatch, Call of Duty, and League of Legends for the pair to “integrate meaningfully and naturally” into these new territories.
Esports Insider says: The strategic partnership between Misfits Gaming Group and its NBA franchise partners should help create a sea of opportunities for the Florida-based trio. The weight of each party in its respective areas will likely provide a means for each of them, as well as new partners, to activate in meaningful ways.