Esports Entertainment Group (EEG) has signed a multi-year sponsorship deal with Kraft Sports and Entertainment to become an official partner of National Football League franchise the New England Patriots and Major League Soccer team New England Revolution.
Under the deal, EEG becomes the official esports tournament provider sponsor of the Patriots and Revolution, both of which are owned by Kraft.
EEG will use Patriots and Revolution marks to promote its esports tournaments on its Esports Gaming League (EGL) platform, as well as leverage player appearances, tickets, signage and digital media to promote events.
In addition, EEG will work with Kraft to create custom videos to promote events, with these to be featured in the teams’ digital marketing efforts spanning social media, email, mobile and online.
“The Patriots and Revolution have an enormous and loyal fan base’ our tournament platform will now sponsor two teams with large and passionate fans bases,” EEG chief executive Grant Johnson said.
“Our robust tournament platform helps the Patriots and Revolution strengthen connections with their fans, providing new avenues for engagement.”
Kraft Sports and Entertainment vice president of sales, Murray Kohl, added: “Esports Entertainment Group’s interactive tournament platform brings together gaming enthusiasts from all the around the world and provides an exciting new way for us to connect and engage with our fans.”
The deal comes after EEG this week completed the acquisition of online casino operator Lucky Dino Gaming in a deal worth around $30m (£21.5m/€24.9m).