Staples Center owner AEG buys into Immortals ownership group

Immortals' Los Angeles-based events will be held at AEG's L.A. Live.

Photo via Riot Games/Flickr

Immortals is claiming Los Angeles as its own.

Sports and entertainment company AEG is handing Immortals the keys to its Los Angeles-based sports and entertainment district L.A. Live, which includes the Staples Center and Microsoft Theater. As part of AEG’s investment in Immortals, the esports organization will now host its home events in L.A. Live.

AEG first invested in esports with a partnership with ESL that gives the esports company access to 120 venues for tournament use.

“AEG prides itself on being a forward-thinking, innovate company and is committed to leading the way the industry evolves,” AEG CEO Dan Beckerman said in a statement. “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.”

The company’s “ambitious plans” include Los Angeles becoming an “epicenter” of esports, Beckerman added.

“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,” Immortals CEO Noah Whinston said.

AEG joins Lionsgate, Memphis Grizzlies co-owner Steve Kaplan, Linkin Park venture capital group Machine Shop, and philanthropist Michael Milken, among others, in Immortals investment group.