Esports Entertainment Group has entered a multi-year partnership with National Basketball Association (NBA) franchise the Cleveland Cavaliers.
Under the deal, Esports Entertainment will serve as the team’s official esports tournament platform provider and operate three co-branded esports tournaments each year for the Cavaliers using its Esports Gaming League (EGL) platform.
Esports Entertainment will leverage the team’s digital marketing efforts across social, email, mobile and online channels to promote the co-branded tournaments
Other aspects of the deal include courtside LED signage at all Cavaliers regular-season home games during the 2021-22 season and be the presenting partner of an esports-themed night each season of the deal.
The partnership also covers the team’s Cavs Legion GC NBA 2K League esports affiliate, with brand exposure on the player’s physical jerseys and virtually in-game.
“We are delighted to announce the Cavs as our first NBA team partnership; our robust tournament platform will help the Cavs strengthen connections with their fans while providing new avenues for engagement,” Esports Entertainment chief executive Grant Johnson said.
Cavaliers’ vice president of global corporate partnerships, Matt O’Brien, 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.”
The deal comes after Esports Entertainment this week agreed to acquire Swedish gaming business Bethard in a deal worth approximately $27m.
In addition, Esports Entertainment Group’s US subsidiary GMBL had its first US license approved earlier this week by the New Jersey Division of Gaming Enforcement and now awaits a transactional waiver to go live. The group has also partnered with a variety of other professional sports teams, including the NFL’s Philadelphia Eagles, Baltimore Ravens, and New England Patriots.
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