AS Monaco have become the latest French soccer team to try to tap into foreign markets via esports by announcing a partnership with Orlando Magic’s NBA 2K League team, Magic Gaming.
It follows Paris St-Germain’s partnership with Chinese esports organisation LGD Gaming to create Dota 2 team PSG.LGD.
The deal – which will focus on social engagement between the two brands, fan giveaways and interactions with the professional gamers – also marks the first time an NBA 2K League team has partnered with a professional sports team outside of the US.
“This provides a great opportunity for both organizations to expand their international reach. It truly is a win-win,” said Michael Forde, Orlando Magic’s chief sales officer.
Jean-Philippe Dubois, AS Monaco’s head of digital, said: “AS Monaco is looking to seize the opportunity to develop its image in North America and to create innovative content and activations for our respective fans.”