Los Angeles Kings and 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 in Esports Gaming League (EGL).
The deal was brokered by AEG Global Partnerships, a division of sports and music entertainment company Anschutz Entertainment Group (AEG) that also owns the Galaxy and the Kings.
This deal will help two franchises to find new ways to engage with fans through Esports.
Josh Veilleux, senior vice president at AEG Global Partnerships, said, “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.”
Veilleux also admitted that this deal was part of the strategy to explore new innovative ways to engage with fans and give them the best experience.
This unique deal for both LA-based teams is likely to be proposed after the esports betting sector witnessed a positive spike in popularity during the pandemic.
A study released by Every Matrix in May stated that competitive gaming had increased 40 times over in betting volume, with the FIFA and NBA 2K titles accounting for 80 percent of bets from March to April.