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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.

The Malta-based firm will host branded tournaments through online provider Esports Gaming League (EGL).

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.”

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.”

“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.

AEG Global Partnerships was responsible for brokering the agreement.

A division of sports and live entertainment company Anschutz Entertainment Group; AEG owns venues, sports teams, and entertainment enterprises worldwide.

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.”

“We are continually looking for new and innovative ways to give back and add value to our fans.

“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.

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.