A multi-year deal
Esports Entertainment Group (EEG) has partnered with the Indianapolis Colts to become the official esports tournament platform provider for the NFL franchise. EEG announced the agreement via Twitter on Friday:
This multi-year deal will see EEG operate co-branded esports events for the Colts each year through its Esports Gaming League platform. EEG will be able to use the images of Colts players in the local market, as well as work with the franchise when promoting the tournaments across various online channels.
Improving fan engagement
Speaking about this new agreement with the Colts was EEG CEO Grant Johnson. He said: “Esports provides a relatively new avenue for teams to strengthen connections with their fans, and the Colts recognize how our robust tournament platform can help them achieve their fan engagement goals.”
Johnson also referred to the continuing momentum that the company has been building in the professional sports world.
growing popularity of esports, particularly since the beginning of the pandemic
Colts chief sales and marketing officer Roger VanDerSnick also welcomed the deal, emphasizing the growing popularity of esports, particularly since the beginning of the pandemic. He believes that Colts fans will embrace the esports tournaments and the partnership will cultivate a social and entertaining environment for fans.
EEG already has similar agreements in place with teams from the NFL, NBA, NHL, and MLS. Some of these partners include the Cleveland Cavaliers, New York Rangers, and LA Chargers.
Expanding its operations
EEG’s esports tournament platform hosts online and live events where gamers can compete against one another and allows fans to enjoy a wide range of esports content. It offers complete turnkey esports events, game launches, online branded events, and live broadcast production.
In addition to focusing on esports events, EEG also has a presence in the growing online betting sector. In May, it acquired Sweden-based sportsbook operator Bethard. This purchase will see EEG gain a foothold in the Spanish and Swedish gambling markets.
EEG also got the all-clear from the New Jersey Division of Gaming Enforcement in May for a sports betting license in the state. The operator hopes to have its online sportsbook up and running in the near future, which will be its first online betting offering in the United States market.