Like Bally’s AC, Eagles Are Teaming Up With Esports Entertainment Group

Posted By Derek Helling on December 18, 2020 - Last Updated on December 19, 2020

What do the NFL franchise located in Philadelphia and Bally’s Atlantic City have in common? Thanks to a new Eagles esports partnership, they have a mutual friend.

The Philadelphia Eagles have made a deal with the Esports Entertainment Group (EEG). Bally’s existing partnership with the same creates some interesting hypotheticals for the future.

Details of the Eagles + EEG partnership

The Eagles are the first NFL club to join forces with the EEG. Perhaps of greatest note to fans of the franchise, EEG will operate biannual Madden tournaments on the Eagles’ behalf.

The specifics of the deal were announced via press release.

EEG will use Eagles players in its marketing. Additionally, the Eagles are now a part-owner of the company. Although a press release from the NFL franchise doesn’t reveal many further details, it does allude to both live and online events.

“Esports Entertainment Group has always been a progressive leader in the esports space and has been ahead of the curve in terms of how its interactive platform brings together gaming enthusiasts from all around the world,” said Eagles Senior Vice President, Revenue and Strategy Catherine Carlson. “We look forward to debuting a number of exciting projects through this partnership, including the launch of the highly anticipated Madden tournament series on the Esports Gaming League platform.”

It isn’t clear yet whether the Madden tournaments will be live. Even if they are, there’s no guarantee that any of the games in those tourneys will take place at Lincoln Financial Field.

Another possibility is that the events offered through this partnership may expand beyond just the Madden video game franchise. There’s another potential venue for live tournament play as well.

How Bally’s Atlantic City could fit into all of this

Atlantic City casinos are no strangers to hosting esports events. The Eagles now have an inroad to possibly being part of exactly that at Bally’s.

Then-Twin River Worldwide Holdings, now Bally’s, partnered with EEG separately in September. Thus, the Eagles now own a part of the company that has a contract with the casino brand for esports wagering.

When the legal framework in New Jersey allows for it, EEG plans to offer a robust, esports-centric wagering platform under Bally’s master license. Of course, that’s up to New Jersey legislators and regulators.

Right now, NJ law only allows very limited wagering on esports events as one-offs. The NJ Assembly voted to change that at the end of July, but A637 went nowhere in the NJ Senate.

In theory, if the Garden State ever approves a wider array of esports events for wagering, EEG might be at the forefront of that. That would at the very least make the Eagles partial owners of a sportsbook.

It might also open the door to wagering on EEG events at Lincoln Financial Field in NJ if they satisfy the regulatory requirements. The biggest issue with approving esports for betting is the governance of the competitions.

For now, the Eagles own part of a company that plans to offer wagering under Bally’s license at some point. If regulatory conditions allow in the future, these connections could mean a lot more.

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Derek Helling

Derek Helling is a freelance journalist from Chicago. In addition to gaming news, he covers esports, sports business and sports law. When he isn’t writing, he spends his serving his two Munchkin cat overlords.

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