Esports Entertainment Group has inked a deal with the Philadelphia Eagles to serve as the first esports tournament provider for an NFL team.

Under the multi-year agreement announced on Tuesday, the Malta-based gambling firm will operate twice-a-year Madden NFL esports tournaments for the professional American football team via its Esports Gaming League platform. In addition, the Eagles will become EEG shareholders. EEG will also be able to collaborate with Eagles players to create custom videos aimed at promoting the tournaments across various digital channels. The gambling firm will also feature in the NFL club’s advertising across digital and social media channels.

Excitement All-Around

CEO of Esports Entertainment, Grant Johnson, said they are excited to partner with the Philadelphia Eagles, hailing the NFL franchise as a high-profile organization that “have chosen EEG as their esports tournament provider.” Johnson added that the partnership would enable the Group to expand its brand reach within “multiple large, dedicated fan bases and eventually set the stage for significant growth ahead.” He said the firm intends to build on this momentum.

The same level of excitement mirrored in Eagles camp, leading the NFL team’s Senior Vice President Revenue and Strategy to speak on occasion. Catherine Carlson said the “innovative partnership” with the Group presents a unique opportunity for the team to expand its reach in an expanding market, besides creating new experiences for Eagles fans. While praising EEG as the long-time leader in the esports space, Carlson said the Eagles looks forward to debuting multiple exciting projects via this partnership.

EEG Eying US Esports Betting

EEG CEO Johnson said that the company intends to build on this momentum of tapping into partners’ fan bases, suggesting the Malta-based gambling company intends to expand far and wide across the US esports betting.

In addition to being a tournament provider, EEG offers bets on professional esports events for real money via its platform. Though the betting platform is yet to go live in any of the US states, EEG inked a deal with Twin River Worldwide Holdings (now Bally’s Corporation) in August. The development will enable mobile betting to launch in New Jersey after the regulatory approval.

EEG has not officially announced with a local gambling operator in Pennsylvania. However, the company has inked deals with Harris Blitzer Sports & Entertainment – the majority stakeholder of the Philadelphia 76ers NBA team – and also with the Philadelphia Union MLS team.

Another Rewarding Partnership for The Eagles!

In a statement, a key official at EEG, Magnus Leppaniemi, said the tournament agreement is a key component of the company’s “Three Pillar growth strategy”. Leppaniemi said the partnership with The Eagles is a testament to the quality of the platform and ability to deliver, adding the company looks forward to a long and mutually rewarding partnership.

Before this partnership, The Eagles have entered many exciting deals over the past few years. In 2019, the NFL team signed a partnership with Kindred Group’s Unibet, making the online gambling company the first official sponsor of the franchise. In October 2020, the partnership deepened when Unibet became The Eagles official sports betting partner.

In addition, DraftKings, the leading company in the industry, is also an official sports betting and daily fantasy sports partner of the Eagles. The Boston-based company has exclusive naming rights to the private Field Club lounge at the Eagles’ home ground, Lincoln Financial Field.

Another sports betting platform, FOXBet, also partnered with The Eagles as an official betting partner, obtaining access to a premium lounge at the stadium. The agreement also saw the launch of a new interactive studio at Eagle’s home ground, which airs the Eagles Edge program after home games.

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