LA Kings, LA Galaxy enter deal with Esports Entertainment Group

14 October 2020


Malta-based gambling firm Esports Entertainment Group (EEG) has been named the official esports tournament provider of the LA Kings and LA Galaxy.

Under the terms of the agreement, EEG will host branded tournaments for the LA Kings and LA Galaxy via online tournament provider Esports Gaming League (EGL), which the company announced its intention to acquire in August.

LA Kings, LA Galaxy enter deal with Esports Entertainment Group
Image credit: Fansided, AP Photo/Mark J. Terrill

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The accord is said to provide “new ways for the teams to engage their fans while demonstrating the crossover appeal of esports to traditional sports fans and organizations,” according to a release.

Magnus Leppaniemi, EVP of Esports at Esports Entertainment Group, commented on the agreement in a release: “This is the first big U.S. push for our tournament platform, a key component of our Three Pillar Strategy for growth. The LA Kings and LA Galaxy are highly acclaimed teams, and we are incredibly proud to be a part of their ongoing success.”

The deal was brokered by AEG Global Partnerships, a division of sports and live entertainment company Anschutz Entertainment Group. AEG owns and operates a variety of venues, entertainment enterprises, and professional sports teams globally, including North American organisation Immortals.

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Josh Veilleux, Senior Vice President at AEG Global Partnerships, added: “AEG is proud to join forces with EEG, an industry leader whose commitment to their customers and the overall growth of sports and entertainment aligns perfectly with ours. 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.”

Esports Entertainment Group’s red-letter year will end on a particularly high note with the addition of its first MLS and NHL team partnerships. The last several months have seen EEG curate new senior leadership staff, complete several acquisitions, form a US-based subsidiary, and obtain naming rights to Dignitas’ Counter-Strike: Global Offensive team.

Esports Insider says: Esports Entertainment Group has had a wildly impressive year only strengthened by ushering the LA Kings and LA Galaxy into inaugural esports deals. The gambling firm’s portfolio continues to grow, and in very interesting ways considering the breadth of its assets which includes sportsbooks, casino operators, and a full-service tournament provider.

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