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Esports Arena Las Vegas, the “flagship venue” for Allied Esports’ Property Network, has gained a naming rights agency in the form of Premier Partnerships. With a history in sports sales and property consulting, Premier will search for brands to partner with the hi-tech venue, set to open in early 2018.

[perfectpullquote align=”right” cite=”” link=”” color=”” class=”” size=””]Over the next few years, Allied plans to expand to at least ten more locations.[/perfectpullquote]

“We are thrilled to be working with one of the most innovative and forward-thinking global esports networks,” said Premier Partnerships CEO Randy Bernstein. “As esports continues to capture the attention of hundreds of millions of gamers and spectators worldwide, we are excited to work with the Allied team to build bridges between corporate partners and this fast-growing industry.”

Allied’s CEO Jud Hannigan added that EALV is “an unparalleled opportunity for multiple brands to get in on the ground floor of what we expect to be the global destination for championship esports events,” and that Premier “has the relationships and the experience to bring this first-of-its-kind platform to market and find partners that understand the unique vision we have set forward.”

Allied has been slowly building up to the launch of EALV, a promising independent esports venue. Built upon a former nightclub in the Luxor hotel (owned and operated by MGM Resorts International) , the arena will include “a multi-level, modular arena with a competition stage, LED video wall, telescopic seating, daily gaming stations, and state-of-the-art streaming and television-quality production studios.”

[perfectpullquote align=”left” cite=”” link=”” color=”” class=”” size=””]Premier Partnerships previous esports clients include the TCL Chinese Theatre – who founded Hammer Esports – and game publisher/developer Kabam.[/perfectpullquote]

Over the next few years, Allied plans to expand to at least ten more locations, in addition to current venues in Las Vegas, Oakland, Southern California, Beijing and Hamburg. The umbrella esports venue organisation opened a new arena in Shenzhen, China earlier in September, and also runs its own “mobile esports trucks”.

Premier Partnerships, on the other hand, has had previous major clients with significant esports involvement. Among them include TCL Chinese Theatre—who founded the Hollywood Esports Organization alongside Hammer Esports—and mobile game developer Kabam, who became the title sponsor to University of California, Berkeley’s stadium in 2013. Kabam’s former CEO, Kevin Chou, has since founded the KSV Esports organization, the Overwatch League’s franchise holder for Seoul, Korea.

Individually, the partnership of Allied with Premier is fairly minor. But given the ambitious plans of Allied and the experience Premier Partnerships brings along with it, Esports Arena Las Vegas could indeed become one of the top esports venues in the world.