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category-football category-hockey category-international category-sponsorship"><div class="mkdf-post-content"><div class="mkdf-post-heading"><div class="mkdf-post-image"> <img width="1900" height="798" src="data:image/gif;base64,R0lGODdhAQABAPAAAP///wAAACwAAAAAAQABAEACAkQBADs=" data-lazy-src="https://web.archive.org/web/20201125052043/https://ministryofsport.com.au/wp-content/uploads/2020/10/Esports.jpg" class="attachment-full size-full wp-post-image" alt="" loading="lazy" data-lazy-srcset="https://web.archive.org/web/20201125052043/https://ministryofsport.com.au/wp-content/uploads/2020/10/Esports.jpg 1900w, https://ministryofsport.com.au/wp-content/uploads/2020/10/Esports-300x126.jpg 300w, https://ministryofsport.com.au/wp-content/uploads/2020/10/Esports-1024x430.jpg 1024w, https://ministryofsport.com.au/wp-content/uploads/2020/10/Esports-768x323.jpg 768w, https://ministryofsport.com.au/wp-content/uploads/2020/10/Esports-1536x645.jpg 1536w, https://ministryofsport.com.au/wp-content/uploads/2020/10/Esports-600x252.jpg 600w" sizes="(max-width: 1900px) 100vw, 1900px"/><noscript><img width="1900" height="798" src="https://web.archive.org/web/20201125052043im_/https://ministryofsport.com.au/wp-content/uploads/2020/10/Esports.jpg" class="attachment-full size-full wp-post-image" alt="" loading="lazy" srcset="https://web.archive.org/web/20201125052043im_/https://ministryofsport.com.au/wp-content/uploads/2020/10/Esports.jpg 1900w, https://web.archive.org/web/20201125052043im_/https://ministryofsport.com.au/wp-content/uploads/2020/10/Esports-300x126.jpg 300w, https://web.archive.org/web/20201125052043im_/https://ministryofsport.com.au/wp-content/uploads/2020/10/Esports-1024x430.jpg 1024w, https://web.archive.org/web/20201125052043im_/https://ministryofsport.com.au/wp-content/uploads/2020/10/Esports-768x323.jpg 768w, https://web.archive.org/web/20201125052043im_/https://ministryofsport.com.au/wp-content/uploads/2020/10/Esports-1536x645.jpg 1536w, https://web.archive.org/web/20201125052043im_/https://ministryofsport.com.au/wp-content/uploads/2020/10/Esports-600x252.jpg 600w" sizes="(max-width: 1900px) 100vw, 1900px"/></noscript></div></div><div class="mkdf-post-text"><div class="mkdf-post-text-inner"><div class="mkdf-post-info-top"><div class="mkdf-post-info-category"> <a href="https://web.archive.org/web/20201125052043/https://ministryofsport.com.au/category/esports/" rel="category tag">eSports</a>, <a href="https://web.archive.org/web/20201125052043/https://ministryofsport.com.au/category/football/" rel="category tag">Football</a>, <a href="https://web.archive.org/web/20201125052043/https://ministryofsport.com.au/category/hockey/" rel="category tag">Hockey</a>, <a href="https://web.archive.org/web/20201125052043/https://ministryofsport.com.au/category/international/" rel="category tag">International</a>, <a href="https://web.archive.org/web/20201125052043/https://ministryofsport.com.au/category/sponsorship/" rel="category tag">Sponsorship</a></div><div itemprop="dateCreated" class="mkdf-post-info-date entry-date published updated"> <a itemprop="url" href="https://web.archive.org/web/20201125052043/https://ministryofsport.com.au/2020/10/"> 1 month ago </a><meta itemprop="interactionCount" content="UserComments: 0"/></div></div><div class="mkdf-post-text-main"><h2 itemprop="name" class="entry-title mkdf-post-title"> LA Kings And LA Galaxy Boost Esports-Traditional Sports Connection</h2><div class="mkdf-post-info-after-title"><div class="mkdf-post-info-author"> <span class="mkdf-post-info-author-text"> by </span> <a itemprop="author" class="mkdf-post-info-author-link" href="https://web.archive.org/web/20201125052043/https://ministryofsport.com.au/author/alexia-antoniadis/"> Alexia Antoniadis </a></div><div class="mkdf-views-holder"> <span class="mkdf-post-info-icon lnr lnr-eye"></span> <span class="mkdf-views">178</span></div></div><div class="vc_row wpb_row vc_row-fluid"><div class="wpb_column vc_column_container vc_col-sm-12"><div class="vc_column-inner"><div class="wpb_wrapper"><div class="wpb_text_column wpb_content_element "><div class="wpb_wrapper"><p> <span class="mkdf-dropcaps mkdf-normal" style="color: #f55549"> E</span><br/> <span class="s1">sports Entertainment Group (EEG) has been made the official sports tournament provider of the LA Kings and LA Galaxy in a move to strengthen the connection between esports and traditional sports. </span></p><p class="p1"><span class="s1">The Malta-based firm will host branded tournaments through online provider Esports Gaming League (EGL).</span></p><p class="p1"><span class="s1">According to a press release, the agreement aims to provide “new ways for the teams to engage their fans while demonstrating the crossover appeal of esports to traditional sports fans and organisations.” </span></p><p class="p1"><span class="s1">Sports Entertainment Group evp of esports, Magnus Leppaniemi, said: “this is the first big U.S. push for our tournament platform, a key component of our Three Pillar Strategy for growth.”</span></p><p class="p1"><span class="s1">“The LA Kings and LA Galaxy are highly acclaimed teams, and we are incredibly proud to be a part of their ongoing success,” Leppaniemi said.<br/> </span></p><p class="p1"><span class="s1">AEG Global Partnerships was responsible for brokering the agreement.</span></p><p class="p1"><span class="s1">A division of sports and live entertainment company Anschutz Entertainment Group; AEG owns venues, sports teams, and entertainment enterprises worldwide. </span></p><p class="p1"><span class="s1">AEG Global Partnerships senior vice president, Josh Veilleux, said: “AEG is proud to join forces with EEG, an industry leader whose commitment to their customers and the overall growth of sports and entertainment aligns perfectly with ours.”</span></p><p class="p1"><span class="s1">“We are continually looking for new and innovative ways to give back and add value to our fans.</span></p><p class="p1"><span class="s1">“Thanks to this first-of-its-kind partnership, both the Kings and the Galaxy will be able to create even more memorable experiences for the devoted Angelenos who support them,” he said.<br/> </span></p><p class="p1"><span class="s1">In addition to new leadership staff and acquisitions, the formation of a US-based subsidiary; and securing naming rights to Dignitas’ Counter-Strike: Global Offensive team, EEG will also be introducing the first of its MLS and NHL partnerships. </span></p></div></div></div></div></div></div></div><div class="mkdf-post-info-bottom clearfix"><div class="mkdf-post-info-bottom-left"><div class="mkdf-blog-share"><div class="mkdf-social-share-holder mkdf-list"><ul><li class="mkdf-facebook-share"> <a itemprop="url" class="mkdf-share-link" href="#" 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