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The Philadelphia Eagles have become the first NFL team to partner with an esports tournament provider, announcing a multi-year partnership with the Esports Entertainment Group to operate biannual Madden NFL esports events while also becoming a shareholder in the EEG company.

As a partner of the Eagles, EEG will leverage player imagery within the Philadelphia market and work with Eagles players to create custom videos that will promote the tournaments and be featured in digital marketing efforts spanning social, email, mobile, and online channels.

“This innovative partnership with Esports Entertainment Group presents a wonderful opportunity for us to expand our reach in a growing market and create new experiences for Eagles fans,” said Catherine Carlson, Eagles senior vice president for revenue and strategy. “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. 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.”

The Esports Gaming League enables live and online events and tournaments where gamers can compete and enjoy content relating to esports and video games on a proprietary platform. Services include full turnkey events, live broadcast production, game launches and online branded tournaments.

“We are thrilled to partner with the Philadelphia Eagles as they introduce their fans to the world of competitive esports gaming,” said Esports Entertainment Group CEO Grant Johnson. “The Eagles join a growing list of high-profile organizations that have chosen Esports Entertainment Group as their esports tournament provider, affording us an incredible opportunity to expand our brand reach within multiple large, dedicated fan bases and setting the stage for significant growth ahead. We intend to build on this momentum.”

The Eagles partnership comes less than a week after Esports Entertainment Group agreed to a deal with the Premier League’s Arsenal to manage its Pro Evolution Soccer roster for the eFootball League.