Esports Entertainment Group (EEG) and the Cleveland Cavaliers announced a multi-year partnership deal today to make the online gambling company the official eSports tournament provider of the franchise from the National Basketball Association (NBA).
First NBA Franchise in EEG’s Sports partnerships
Under the terms of the long-term agreement which made the Cleveland Cavaliers the first NBA team to partner with EEG, the operator will deliver 3 co-branded eSports tournaments per year for the franchise on the Esports Gaming League (EGL) platform.
“Our EGL platform continues to gain strong traction among top-tier professional sports franchises. 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.”Grant Johnson, CEO, Esports Entertainment Group
In addition, EEG will receive brand recognition via courtside LED signage for all regular season home games of the Cavaliers for the upcoming 2021-2022 season and will become the presenting partner of an eSports themed night event hosted annually.
“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.”Matt O’Brien, VP, Global Corporate Partnerships, Cleveland Cavaliers
Digital Marketing Collaboration
Both sides will also collaborate in the digital marketing space, leveraging efforts across all channels of the Cavaliers, social, email, mobile and online, to promote the eSports tournaments.
Cavs Legion GC, an NBA 2K League affiliate of the Cavaliers, will feature the EEG brand on the players’ jerseys and in virtual games, and will also host an eSports tournament on the EGL platform under the agreement.
“Working with the Cavs and other top teams in the NFL, NHL, and more provide a strong validation of the quality of our robust platform and its ability to meet the demanding needs of large-scale, high-profile deployments.”Magnus Leppäniemi, President, Esports, Esports Entertainment Group
Malta-based EEG has been particularly active in the US recently, entering into strategic agreements with professional sports teams from the major leagues, with the Baltimore Ravens and the Denver Broncos of the National Football League (NFL) being among its latest partners.
In February, EEG entered into a multi-year deal with the Ravens to become their official eSports tournament provider, while a month later the eSports gambling operator added the Broncos in a similar long-term arrangement.