AEG makes big investment in Immortals, will call L.A. Live home

Esports organization Immortals will now call L.A. Live home and share an address with pro sports franchises like the Lakers. Noah Graham/NBAE/Getty Images

Sports and live entertainment company AEG has announced a new investment in a multi-game esports organization, Immortals, making L.A. Live its official home.

"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," said Dan Beckerman, President and CEO of AEG. "We have ambitious plans for the campus to become the epicenter of esports in Los Angeles."

L.A. Live is the sports and entertainment district that surrounds the Staples Center and Microsoft Theater. The 5.6-million square foot complex, which will host all of Immortals' home games, features sports and music venues, night clubs, restaurants, a bowling alley, movie theaters and a museum. L.A. Live is also home to ESPN's West Coast broadcast center.

"AEG's unrivaled experience in the cross-section of sports and entertainment makes them an ideal partner for any organization," said Noah Whinston, CEO of Immortals. "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."

This isn't AEG's first foray into esports. Last September, AEG partnered with ESL, the world's largest esports company, giving the organization access to AEG's network of more than 120 clubs, theaters, arenas and stadiums.

AEG is the latest in Immortals' expansive investor catalogue, which includes Lionsgate, co-owner of the Memphis Grizzlies Steve Kaplan and Redpoint Ventures.

"Partnering with visionary sports and entertainment leader AEG is another giant leap forward for the Immortals franchise," said Peter Levin, Immortals co-owner and Lionsgate President of Interactive Ventures & Games. "With 200 million fans worldwide, Immortals is uniquely positioned to bring esports to a truly global audience."