AEG makes a major move into esports with EEG and NHL’s Kings



Some corporate deals are considerably bigger than others. Let’s start with the less than world-beating side. You might remember KitKat climbing into bed with League of Legends earlier this year. And if you don’t, chances are you’re reminded of what went down every time you’re checking out the banners in the background on Summoner’s Rift. Then there are big deals. Like today’s. That’s where AEG joined forces with EEG.

Indeed, the deal goes like this. Working with Esports Entertainment Group Inc, AEG will become an official tournament provider. For whom? That would be the National Hockey League’s Los Angeles Kings, and the Major Soccer League’s Los Angeles Galaxy.

Esports Entertainment Group is an online Esports tournament and gaming company geared to the 18 and above crowd. Indeed, the company hosts Esports events on Esports Gaming League. That is a platform with over 350,000 dedicated gamers. Furthermore, EEG services include live-broadcast production, launches for new games, and branded online tournaments.

AEG and EEG join forces with the Kings

The deal marks the first time that EEG has joined up with an MLS or NHL franchise. Remember that AEG joined forces with EEG.

Furthermore, brokering the deal is AEG, which is a giant in the sporting and live-entertainment world. How big? You might have heard of a music festival called Coachella, which AEG has under its umbrella. Indeed, in addition to concert promotion, AEG also has a major stake in stadiums, arenas, and convention centres. And, also, performing arts venues across the planet. Those include the STAPLES Center in L.A. and London’s O2 arena.

“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 AEG senior vice president Josh Veilleux in a release. “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.”

EEG executive vice-president Magnus Leppaniemi added the following: “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.”

Who wins? Well with live concerts and sporting events off the table for the foreseeable future, everyone involved.

Mike Usinger once took the better part of two years to finish Grand Theft Auto. Over the course of his career he has written about everything from eSports to music to movies to travel.

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