The Asian Electronic Sports Federation (AESF) has announced a multi-year partnership with sports and live entertainment company AEG.
The three-year partnership will see both companies host and promote esports events in major Asian cities and conduct talent exchange programmes for esports players.
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Both companies will organise professional esports club competitions in countries such as Hong Kong and China. Moreover, the collaboration will also extend support in event management, commercial sponsorships, ticketing platforms, hospitality management and technology applications.
AEG is a major sports and live entertainment company headquartered in Los Angeles, California. The company is known for operating events for major sports franchises, including the likes of ice hockey teams LA Kings and Eisbären Berlin. Moreover, AEG also develops and owns major sports and entertainment venues including the O2 in London, the crypto.com Arena (Staples Center) and Uber Platz in Berlin.
AEG also ties within the esports sector. In 2016, the company announced a partnership with esports organiser ESL, now known as the ESL FACEIT group. In 2017, the company invested in North American esports organisation Immortals.
Aside from hosting events, AEG also oversees sales and strategic partnerships in the sports and entertainment space, and provides ticketing solutions.
In a release, the companies also detailed talent exchange programmes that look to provide upcoming esports players with resources and training. The collaboration also aims to create sustainable business opportunities and will have a dedicated working group to oversee its implementation.
As a part of its efforts to bolster esports in Asia, the AESF partnered with the Guangxi Zhuang Autonomous Region, China Sports Information Center and the Olympic Council of Asia. The federation also announced a partnership Asian portion of the International Sports Press Association (AIPS Asia) to promote esports journalism coverage in the continent.
In a release, Adam Wilkes, President and CEO of AEG Asia Pacific, commented on the partnership: “This collaboration with AES marks a pivotal moment for esports and live entertainment. We are thrilled to join forces in redefining the global esports experience, driving innovation, and creating unparalleled opportunities for players, fans, and industry leaders alike.”
