The Philadelphia Eagles announced a multi-year partnership with Esports Entertainment Group on Tuesday, making EEG the first esports tournament provider for an individual NFL club.
As part of the agreement, EEG will operate Madden tournaments twice per year, in August/September and November, at Lincoln Financial Field independent of EA Sports, which hosts a NFL-wide esports tournament each year. These tournaments will be held on EEG’s Esports Gaming League platform, a proprietary technology platform featuring full turnkey esports events, live broadcast production, game launches, and online branded tournaments like the ones Philadelphia is planning. Additionally, the Eagles will become a shareholder in EEG, according to a press release.
For the Philadelphia franchise, it’s a big step into the competitive esports gaming space and a chance to grow their fanbase among the elusive 13-17 and 18-35 age demographics according to Catherine Carlson, the Eagles’ senior vice president of revenue and strategy. The team has over 120,000 fans that play Madden, according to its internal records, and reaching out to them in a more direct way through these tournaments is viewed as an untapped possibility.
“We know esports is not new to the NFL,” Carlson said, “but we saw this opportunity with EEG to really broaden this newfound segment to help continue to grow our pool of fans.”
EEG is a licensed online gambling company specializing in esports wagering in the UK, Ireland, Malta and Curacao but recently opened a New Jersey office to expand its U.S. footprint.
“We are thrilled to partner with the Philadelphia Eagles as they introduce their fans to the world of competitive esports gaming,” said EEG CEO Grant Johnson. “The Eagles join a growing list of high-profile organizations that have chosen EEG as their esports tournament provider, affording us an incredible opportunity to expand our brand reach within multiple large, dedicated fan bases and setting the stage for significant growth ahead.”
While seeing the need to increase its efforts in reaching the key esports-centric demos, the Eagles aren’t experts in the gaming space, Carlson said, making EEG a good fit to improve and guide their efforts.
In the three weeks leading up to the two annual Eagles Madden tournaments, EEG will operate online qualifying rounds to whittle the field down to 64 players, who will then head to The Linc for the main…
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