AEG joins Lionsgate as investor in top North American esports team
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AEG Ups Investment In Esports With Immortals Deal; LA Live Set To Host Events

LA Live immortals AEG
International sports and live entertainment company AEG is upping the ante when it comes to its investment in the world of esports.

AEG and Immortals

AEG announced it on Tuesday that it made a strategic investment in the esports franchise Immortals. That is one of the top North American teams across a variety of esports. It currently fields teams in League of Legends, CS:GO, Overwatch, Super Smash Bros. and Vainglory

“AEG prides itself on being a forward-thinking, innovative company and is committed to leading the way as the industry evolves,” said Dan Beckerman, president and CEO of AEG, in a press release. “Expanding our interests in esports is a natural progression as we continue to invest in growth initiatives that further our leadership in sports and live entertainment.

“L.A. LIVE offers state-of-the-art venues, production facilities and an unparalleled fan experience, and we have ambitious plans for the campus to become the epicenter of esports in Los Angeles. Through our partnership with Immortals, we are looking forward to exploring a variety of collaborative opportunities to further broaden the global appeal of esports.”

LA Live will host Immortals events

One big part of the deal is that Immortals’ Los Angeles-based tournaments will take place at AEG’s LA Live entertainment complex, which is home to Staples Center.

“AEG’s unrivaled experience in the cross-section of sports and entertainment makes them an ideal partner for any organization,” Immortals CEO Noah Whinston said. “Combined with Immortals’ competitive success and passionate fan base, this partnership provides unique and appealing paths forward to achieve our goal of creating the most exciting and fulfilling esports fan experience in the world.

“Whether it’s through hosting events at AEG’s world-class venues, such as L.A. LIVE, allowing fans unprecedented access to our team and players, or the seemingly endless well of talent and business experience AEG brings to the table; this partnership marks an exhilarating milestone for Immortals and its fans.”

AEG already invested in esports

It marks the second major esports foray for AEG, which entered into a long-term partnership with ESL last year. That gave ESL access to AEG’s portfolio of 120 clubs, theaters, arenas and stadiums to host esports events.

AEG joins a lengthy list of Immortals investors that includes Lionsgate.

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Dustin Gouker
- Dustin Gouker covers the daily fantasy sports industry as well as other topics related to sports betting as the editor of LegalSportsReport.com, in addition to writing about the regulated U.S. online gambling industry for a number of online publications.