North America

LA Kings, LA Galaxy enter take care of Esports Leisure Group

Malta-based gambling firm Esports Entertainment G up (EEG) has been named the official esports tournament p vider 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 p vider Esports Gaming League (EGL), which the company announced its intention to acquire in August.

Image credit: Fancied, AP Photo/Mark J. Terrill

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

Magnus Leppaniemi, EVP of Esports at Esports Entertainment G up,  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 g wth. The LA Kings and LA Galaxy are highly acclaimed teams, and we are incredibly p ud to be a part of their ongoing success.”

The deal was b kered by AEG Global Par erships, a division of sports and live entertainment company Anschutz Entertainment G up. AEG owns and operates a variety of venues, entertainment enterprises, and p fessional sports teams globally, including Northorganizationganisation Immortals.

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Josh Veilleux, Senior Vice President at AEG Global Par erships,  added: “AEG is p ud to join forces with EEG, an industry leader whose commitment to their customers and the overall g wth 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 par ership, both the Kings and the Galaxy will be able to create even more memorable experiences for the devoted Angelenos who support them.”

Esports Entertainment G up’s red-letter year will end on a particularly high note with the addition of its first MLS and NHL team par erships. 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 G up 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 g w, and in very interesting ways considering the breadth of its asports books includes sportsbooks, casino operators, and a full-service tournament p vider.

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