AEG Invests in eSports Franchise

Live entertainment and sports company AEG has made a strategic investment in the globally competitive eSports franchise Immortals.

April 6, 2018

The eSports team Immortals will now host their Los Angeles-based events at AEG’s L.A. Live arena.

As part of the investment, Immortals will host their Los Angeles-based tournaments and events at AEG’s sports and entertainment district, L.A. Live.

Founded in 2015, Immortals has built a worldwide reputation and hosts more than 200 million fans in global tournaments including “Counter-Strike: Global Offensive,” “League of Legends,” “Overwatch” and “Super Smash Brothers.”

The investment marks the latest step in AEG’s eSports initiative. Last September, the company secured a long-term partnership with the eSports company ESL, which enables ESL to utilize AEG’s global network of more than 120 clubs, theaters, arenas and stadiums for qualifying events, tournaments and world championships.

“AEG prides itself on being a forward-thinking, innovative company and is committed to leading the way as the industry evolves,” says Dan Beckerman, president and chief executive

officer, AEG. “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 look forward to exploring a variety of collaborative opportunities to further broaden the global appeal of eSports.”

“AEG’s unrivaled experience in the cross-section of sports and entertainment makes them an ideal partner for any organization. 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,” says Noah Whinston, chief executive officer, Immortals. “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.”