Esports Entertainment Group scores marketing partnership with New York Rangers

Esports Entertainment Group (EEG) has been named the official esports tournament provider of NHL ice hockey organisation The New York Rangers, owned by Madison Square Garden Sports Corp (MSG Sports).

As part of the deal, EEG will operate three New York Rangers-themed esports tournaments, utilizing its Esports Gaming League brand and platform. 

Credit: New York Rangers

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According to the release, the partnership is set to commence on July 1st.

Dan Fleeter, Vice President, Business Operations, MSG Sports, commented: “Over the last few years, we’ve hosted dozens of amateur esports tournaments with our esports organization CLG, which have been incredibly well received and we can’t wait to expand on this with the Rangers. 

“We look forward to a long and mutually rewarding relationship with EEG and believe this is a wonderful opportunity to engage with an audience interested in hockey and gaming.”

Moreover, EEG will collaborate with the team to create video content promoting these tournaments across all Rangers’s digital platforms. Each tournament will reportedly feature various prizes, including Rangers merchandise and memorabilia.

Grant Johnson, CEO of Esports Entertainment Group, said: “We are thrilled to welcome another leading professional sports team to our tournament platform. We look forward to working with the Rangers as they extend their brand into the rapidly growing world of esports.”

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EEG has previously partnered with other well-known sports organisations, such as Denver Broncos, LA Kings and LA Galaxy, and New England Patriots.

Magnus Leppäniemi, President of Esports at Esports Entertainment Group, added: “We are quickly becoming the industry standard tournament platform for professional sports, as teams recognize the strength of our platform and its ability to meet the demanding needs of large-scale deployments. We look forward to helping the Rangers achieve their goals in this exciting new arena.”

Esports Insider says: Another massive deal by Esports Entertainment Group, whose growing portfolio continues to fill with traditional sports organisations, among other assets. Based on that, EEG seems to be invested in bridging these sectors by extending traditional sports brands into esports.

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