Esports Entertainment Group (EEG) and Cleveland Cavaliers today announced a multi-year partnership agreement to make the online gambling company the official provider of esports tournament franchise from National Basketball Association (NBA) .
The first NBA franchise in the EEG Sports Partnerships
Under the terms of the long-term deal that made Cleveland Cavaliers the first NBA team to partner with the EEG, the operator will provide 3 co-branded eSports tournaments per year for the franchise on the platform Esports Gaming League (EGL) .
“Our EGL platform continues to win strong traction among the best professional sports franchises. We are pleased to announce that Cavs is our first collaboration with an NBA team. Our robust tournament platform will help Cavs to strengthen the bond with their fans while providing new opportunities to engage. ”
Grant Johnson, CEO, Esports Entertainment Group
In addition, EEG will receive brand recognition through LED signage on the court for all Cavaliers home matches in the regular season for the upcoming 2021-2022 and will become the showcase partner of the eSports night event held annually.
“The growing popularity of esports gives our team a great opportunity to forge deeper ties and engagement with our fans. We believe these tournaments will be very popular with our fans and will be a great way to compete in a fun and social environment with players from all over the world. "
Matt O'Brien, Vice President, Global Corporate Partnerships, Cleveland Cavaliers
Cooperation in the field of digital marketing
The two sides will also collaborate in the area of digital marketing, leveraging efforts across all Cavaliers, social, email, mobile and online channels to promote eSports tournaments.
Cavs Legion GC, an NBA 2K League affiliate of Cavaliers, will be displaying the EEG branding on players' jerseys and virtual games, and will host an eSports tournament on the EGL platform as part of the contract.
"Working with Cavs and other top teams in the NFL, NHL and others provides a solid validation of the quality of our robust platform and its ability to meet the demanding needs of large, prestigious deployments."
Magnus Leppäniemi, President, Esports, Esports Entertainment Group
Malta's EEG has been particularly active in the US recently, concluding strategic deals with professional sports teams from major leagues, with Baltimore Ravens and Denver Broncos with National Football League (NFL) are among its newest partners.
In February, EEG entered into a multi-year deal with Ravens to become their official supplier of eSports tournaments, and a month later the eSports gambling operator added Broncos in a similar long-term deal.