Sports and entertainment giant AEG has made a strategic investment in esports franchise Immortals, with the team set to host its tournaments and events at the L.A. Live sports and entertainment district as part of the agreement.

The investment marks the latest step in AEG’s esports drive, with the company having last year entered into a long-term global partnership with the ESL organisation. ESL will use the partnership to stage events at AEG’s global network of venues.

Immortals competes worldwide for more than 200 million fans in global tournaments including Counter-Strike: Global Offensive, League of Legends, Overwatch and Super Smash Brothers.

“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 chief executive of 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 epicentre 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.”

Immortals chief executive Noah Whinston added: “AEG’s unrivalled experience in the cross-section of sports and entertainment makes them an ideal partner for any organisation. 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.”

Image: Steve Jurvetson