Esports organisation Misfits Gaming Group has expanded its partnership with Florida-based NBA sides Miami Heat and Orlando Magic, enabling both teams to include all Misfits Gaming properties in strategic partnership opportunities.
The deal, which further highlights the strengthening relationship between traditional sports and competitive gaming, also provides Misfits Gaming with access to a wide variety of non-endemic brands interested in the esports sector.
As a result of the new partnership both Miami Heat and the Orlando Magic also have the right to include Misfits in future partnership deals, with the sides assisting in marketing, promotion, digital, and sponsorship sales on behalf of the esports company.
“We’ve been a partner of Misfits Gaming Group from its early stages and have been proud to watch it grow into one of the premier franchises in esports,” stated Glen Oskin, Vice President of Corporate Partnerships for the Miami HEAT.
“This new partnership including the Orlando Magic allows Misfits Gaming Group and our partners to increase their visibility throughout the state of Florida while allowing Florida’s NBA franchises to further expand our footprint in the esports space. It’s a win-win situation for all of us.”
Orlando Magic Vice President of Partnership Activation and Strategy J.T. McWalters added: “The Orlando Magic is thrilled to team up with the Miami HEAT and Misfits Gaming on this first-of-its-kind partnership. As we work towards being esports leaders in the state of Florida, we will join forces to assist esports brands in targeting new revenue opportunities and strategic partnerships in the market.”
Misfits Gaming are mostly known for its teams in Overwatch League, under the name Florida Mayhem, and for being a competitor in League of Legends’ franchised European league, the LEC.
Overall the new collaborative partnership is expected to develop further opportunities in the endemic and non-endemic space for all three Florida organisations, providing brands with more access to teams and audiences, whilst also offering greater sponsorship options across a variety of markets.
Lagen Nash, SVP of Partnerships for Misfits Gaming Group commented: “The Miami HEAT and the Orlando Magic are innovators in sports, and we’re incredibly proud to expand our relationship and kick off the first year of a strategic partnership together.”
“This partnership lays the foundation for Florida’s premier NBA and esports franchises to bring together specialist market knowledge and to raise the profile of esports in Florida.”