Esports Entertainment Group bids to demonstrate crossover appeal of competitive gaming.

LA Kings and Galaxy strike deal for branded esports tournaments

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The National Hockey League’s (NHL) Los Angeles Kings and Major League Soccer’s (MLS) Los Angeles Galaxy have named Esports Entertainment Group (EEG) as their official esports tournament provider.

The agreement will see the gaming-focused betting firm host branded esports competitions for the two franchises on its Esports Gaming League (EGL) platform. 

The deal was brokered by AEG Global Partnerships, a division of sports and music entertainment company Anschutz Entertainment Group (AEG), which owns the Galaxy and the Kings.

The new tie-up will look to provide new ways for the two franchises to engage with their fans, while also demonstrating the crossover appeal of esports to traditional sports audiences and organisations. 

“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,” said Josh Veilleux, senior vice president, AEG Global Partnerships.

“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.” 

The arrangement, a first for the Kings and the Galaxy, comes after the esports betting sector enjoyed a spike in popularity during the Covid-19 lockdown. A study released by EveryMatrix in May,