sports Entertainment Group (EEG) and Cleveland Cavaliers strike a multi-year partnership agreement. The gambling operator will serve as the NBA franchise’s official esports tournament platform provider.
Under the agreement, EEG will operate three co-branded esports events annually for the Cavaliers through its tournament platform, Esports Gaming League (EGL). The deal also includes Cavaliers’s NBA 2K League affiliate team, Cavs Legion GC.
In addition, EEG will receive courtside LED signage at Cavaliers regular-season home games throughout the upcoming 2021-2022 season and act as the presenting partner of an annual ‘esports themed night’. Moreover, the gambling operator’s branding will appear on Cavs Legion GC player’s physical jerseys, as well as virtually in-game.
Grant Johnson, CEO of Esports Entertainment Group, commented on the partnership in a release: “Our EGL platform continues to gain strong traction among top-tier professional sports franchises. We are delighted to announce the Cavs as [the] first NBA team partnership. Our robust tournament platform will help the Cavs strengthen connections with their fans, while providing new avenues for engagement.”
Matt O’Brien, Cleveland Cavaliers vice president added: “The growing popularity of esports provides a great opportunity for our team to create deeper connections and engagement with our fans. We think these tournaments will be very popular with our fans and a fun way to compete in an entertaining and social environment with gamers from across the world.”
EEG has amassed a laundry list of US-based traditional sport franchise partnerships since establishing its first with the LA Kings and Galaxy in October 2020. This deal was followed up by similar agreements with the Denver Broncos, Baltimore Ravens, Philadelphia Eagles, Kraft Sports, and more, stated the company.