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Published: March 5, 2021

Written by: Stefan Velikov


  • Esports Entertainment Group becomes the official esports tournament host for the New England Patriots and New England Revolution
  • The company welcomes the organizations in its dedicated Esports Gaming League (EGL) platform
  • This comes in the context of a soaring interest from traditional mainstream leagues in competitive video gaming 

EEG has closed a multi-year partnership with the New England Patriots and New England Revolution, becoming the official esports host for the organizations.

EEG Secures New England Patriots and Revolution Esports Hosting Rights 

Esports Entertainment Group (EEG) has locked an exciting partnership with Kraft Sports, the official esports tournament host for the New England Patriots and New England Revolution. As part of the multi-year agreement, EEG will have access to Patriots and Revolution marks to promote events on the Esports Gaming League (EGL) platform.

EEG CEO Grant Johnson said the company was excited to contribute to the “momentum in the tournament segment,” adding that the Patriots and Revolution have sizable and loyal fan bases. Through EEG’s platform, both teams will have another way of engaging with their audiences and reach new ones.

The company will have access to numerous signage and intellectual properties, including digital media, player appearances, and more, to allow it to engage with the target audiences meaningfully. 

Building a Tailored Product for Sports and Esports Audiences 

EEG will work closely with Kraft Sports to create tailored digital marketing campaigns reaching consumers through mobile and online channels. Kraft Sports Vice President of Sales Murray Kohl said that the company was looking forward to working with EEG. 

“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.”

Kraft Sports Vice President of Sales Murray Kohl 

EEG EVP Esports Magnus Leppäniemi added that the recent tie-up with the Patriots and Revolution sends a clear sign as to the quality of the company’s dedicated esports platform. This, Leppäniemi argued, should lead to a strong and long-term partnership. 

EEG’s proprietary tournament technology continues to generate interest from traditional and esports franchises, establishing itself as a leading solution for hosting competitive video gaming events. Big American leagues have been showing interest in esports for years now.

The NBA is running the NBA 2K League, a digital competitive league Commissioner Adam Silver welcomed as “part of the family” back in 2018. The NHL and NFL both host esports tournaments are focusing on EA sports simulators that represent their sports. 

In this context, EEG continues to seek deeper ties with traditional sports and representing them in the digital space. 

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