Gambling firm Esports Entertainment Group (EEG) has been named the official esports tournament provider for Major League Soccer (MLS) franchise, Philadelphia Union.
The agreement will see EEG host tournaments for Philadelphia Union via the Esports Gaming League (EGL) platform, an asset the gambling company had announced its intention to acquire in late-August. Event prizes will include team merchandise and ‘one-of-a-kind experiences’ provided by the MLS franchise with the intention of showcasing fan appeal and engagement of esports to traditional sports fans and organisations.
Esports Entertainment Group CEO Grant Johnson commented on the deal in a release: “We’re excited to further extend our reach into Major League Soccer through our partnership with the Philadelphia Union. Traditional sports teams continue to incorporate esports into their programs, and we are quickly becoming the go-to provider for tournament solutions for this highly attractive market segment.”
Philadelphia Union SVP of Corporate Partnerships Jean-Paul Dardenne added: “Our team and Major League Soccer have been at the forefront of incorporating esports as a way to connect and further engage our fanbase. With this partnership, we are excited to continue to build on our success in esports and to provide another way for fans to connect to the team they love.”
Earlier this month, the gambling firm secured both an NHL and MLS partnership under similar terms in Los Angeles; the agreement would see EEG become the official esports tournament provider for the LA Kings and LA Galaxy. The agreement represents one of many in a record year of activity for the company which includes obtaining naming rights to Dignitas’ CS:GO roster, the addition of senior staff, and an acquisition valued at $43m.
Esports Insider says: Esports Entertainment Group has been a highly impressive month for the company, let alone the year. In general, this year has welcomed more traditional sports fans and organisations into the esports ecosystem, and it’s great to see professional MLS clubs commit further to this space.