Esports Entertainment Group to operate biannual Madden NFL competitions.
- Eagles also take stake in esports betting company
- EEG’s other partners include LA Kings, LA Galaxy and Philadelphia Union
The Philadelphia Eagles have named Esports Entertainment Group (EEG) as their official esports tournament provider, a first for a National Football League (NFL) franchise.
The multi-year partnership will see EEG operate biannual competitions played on EA Sports’ Madden NFL title, with the gaming-focused betting company utilising its Esports Gaming League platform.
EEG will also leverage player imagery within the franchise’s local market. The company will work with Eagles players to create custom videos that will promote the esports tournaments and be featured in the team’s ongoing digital marketing efforts spanning social, email, mobile and online channels.
In addition, the deal sees the Eagles become an EEG shareholder. The firm was founded in 2008 and in its most recent financial filing it citied a significant uptick in its turnover, which it said had returned to pre-Covid levels. Total handle – the amount of money wagered – was above US$16 million for October 2020 and revenues for the month were above US$600,000. EEG’s total net loss for the three months ended 30th September 2020 was US$1.8 million.
“We are thrilled to partner with the Philadelphia Eagles as they introduce their fans to the world of competitive esports gaming,” said Grant Johnson, chief executive of EEG.
“The Eagles join a growing list of high-profile organisations that have chosen Esports Entertainment Group as their esports tournament provider, affording us an incredible opportunity to expand our brand reach within multiple large, dedicated fanbases and setting the stage for significant growth ahead. We intend to build on this momentum.”
The Eagles tie-up follows similar tournament provider partnerships EEG has struck with the National Hockey League’s (NHL) Los Angeles Kings and Major League Soccer’s (MLS) Los Angeles Galaxy and Philadelphia Union towards the end of the year.
Earlier this week, EEG also announced a deal with English top-flight soccer club Arsenal for Esports Gaming League to manage the Gunners’ Pro Evolution Soccer roster for the new eFootball League season.
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