The Cleveland Cavaliers have announced that they will be partnering with Esports Entertainment Group, Inc to be the NBA franchise’s official esports tournament platform provider.
In the new multi-year agreement, the company will organize three co-branded esports tournaments annually for the Cavaliers through their platform EGL, or Esports Gaming League.
“Our EGL platform continues to gain strong traction among top-tier professional sports franchises,” said Grant Johnson, CEO of Esports Entertainment Group. “We are delighted to announce the Cavs as the first NBA team partnership. Our robust tournament platform will help the Cavs strengthen connections with their fans, while providing new avenues for engagement.”
The partnership will also aim to boost the Cavs’ ongoing digital marketing campaigns through social media, email, mobile, and other digital channels to promote the tournaments. The partnership allows the company to increase brand awareness through Cavs Legion GC, the team’s NBA 2K League affiliate, both physically (jerseys and merchandise) and virtually in-game. Cavs Legion and EGL will also host an NBA 2K tournament in the near future.
“The growing popularity of esports provides a great opportunity for our team to create deeper connections and engagement with our fans,” said Matt O’Brien, Cleveland Cavaliers vice president, global corporate partnerships. “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.”
EGL provides a platform that enables live and online events and tournaments where gamers can compete and enjoy video game content. Services include comprehensive esports events, game launches, and online championships.