Baltimore Ravens has become the second National Football League (NFL) team to sign an Esports partnership after the Philadelphia Eagles partnership in December 2020. The new agreement announced Thursday makes Esports Entertainment Group (EEG) the Baltimore Ravens’ esports tournament provider.

Under the multi-year engagement, the Malta-based company will operate bi-annual esports tournaments for the NFL team via its Esports Gaming League (EGL) platform. Esports has grown into an increasingly popular phenomenon, with plenty of NFL players and other sports players now live streaming while playing video games. EGL allows for digital live tournaments and events where gamers can compete again others and access relevant video game content. The company also allows for live broadcasting, game launches, and branded tournaments.

Details of the Deal

Under the partnership, EEG will be allowed to use images of Ravens players in the market, besides collaborating with the team players to promote events. Additionally, the esports company will also be featured in Raven’s online marketing campaigns across different channels.

Magnus Leppaniemi, Esports Entertainment Group’s representative, responded to this partnership in the following words: “Working with the Ravens and other leading teams in the NFL… provide a strong validation of the quality of our robust platform, and its ability to meet the demands of large-scale deployments.”

Additionally, Esports Entertainment Group’s CEO Grant Johnson expressed elation over the recent addition of Ravens as the company’s latest partner. “Our esports tournament platform continues to gain strong traction among leading professional sports franchises,” Johnson said. He added that the company’s robust tournament platform would help its new partner strengthen connections with its fans. While hailing the partnership, Baltimore Ravens’ Chief Sales Officer Kevin Rochlitz too said the increasing popularity of esports offers Ravens a great opportunity to create deeper connections and engagement with its fans. Rochlitz said that the team looks forward to a long and mutually rewarding cooperation.

The Esports Gaming League platform allows live and online events, enabling gamers to compete and enjoy an extensive range of content relating to esports and video games on a proprietary technology platform.

Converging Interests

With a global outreach, EEG holds digital gambling licenses across several European countries – the UK, Ireland, Malta, and Curacao. The company also maintains an office in New Jersey USA, with an eye on kicking off an esports-specific betting platform in the US. Currently, EEG does not hold any official permission to launch in any US state. However, the Esports company signed an access deal with Twin River Worldwide Holdings (now Bally’s Corp) last August.

On Tuesday, EEG stated it had submitted an application for a gaming license to the New Jersey Division of Gaming Enforcement for market access in the Garden State. If the license gets approval, Johnson said EEG is all set to move quickly in launching its betting platform in the country’s largest sports betting market.

EEG completed its acquisition of the Esports Gaming League platform last month, which would reportedly help generate triple-digital growth. In 2019, the company generated $1.3 million in revenue.

Like EEG, the Baltimore Ravens have been looking at opportunities to benefit from the flourishing US gambling business. The Ravens were among the first NFL teams to strike a casino partnership when they struck a deal with the Horseshoe Baltimore Casino.

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