MLS Los Angeles FC

LAFC Signs Multi-Year Partnership with Esports Entertainment Group

Published on June 1, 2021 under Major League Soccer (MLS)
Los Angeles FC News Release


The Los Angeles Football Club (LAFC) today announced a multi-year partnership with Esports Entertainment Group, Inc. (NasdaqCM: GMBL, GMBLW). As part of the agreement, EEG will serve as the Club's esports tournament provider and will operate esports tournaments utilizing its Esports Gaming League ("EGL") platform.

"MLS and our Club have been at the forefront of incorporating esports as a way of engaging and expanding our audience," said Larry Freedman, LAFC's Co-President and CBO. "Partnering with Esports Entertainment Group will provide us with the platform to deepen connections with our fans while driving new levels of engagement."

"We are excited to further extend our reach into MLS through our partnership with LAFC," said Grant Johnson, CEO of Esports Entertainment Group. "We are excited to add LAFC to our growing roster of top-tier professional sports organizations and look forward to helping the team strengthen connections and engagement with their growing fan base."

As a proud partner of LAFC, Esports Entertainment Group will leverage player imagery within the Southern California market and will also work with LAFC players to create custom videos that will promote the tournaments and be featured in the team's extensive ongoing digital marketing efforts spanning social, email, mobile, and online channels.

"This is another great opportunity to promote esports while showcasing our brand to a large and engaged audience," said Magnus Leppäniemi, EVP Esports at Esports Entertainment Group. "LAFC, like other top teams in the MLS, NFL, NHL, and more, recognize the quality of our robust platform and its ability to meet the demanding needs of large-scale deployments. We look forward to further expanding our foothold in this exciting high-profile segment in the months ahead."

EGL enables live and online events and tournaments where gamers can compete and enjoy a wide range of content relating to esports and video games on a proprietary technology platform. Services include full turnkey esports events, live broadcast production, game launches, and online branded tournaments.

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