Mentioned in this article
League/Tournament Brands:
Michael B. Jordan, an actor known for his roles in ‘Black Panther’ and ‘Creed,’ has joined the growing ranks of celebrities invested in esports organizations. As first reported by Adweek, Jordan has invested in Andbox, the esports organization owned by New York Mets owner Sterling.VC. Andbox operates the New York franchises for the Overwatch League and Call of Duty League – Excelsior and Subliners, respectively.
Andbox launched in June of this year, shortly after it was revealed that Sterling.VC had secured the New York slot in the Call of Duty League. The organization was established to provide Sterling.VC with a distinct brand to encompass its esports initiatives.
Jordan’s investment highlights a strategy employed by many of the esports teams that have tied themselves to a specific region or city – utilizing a high-profile investment from a figure or company associated with that city to increase association. One prominent example from this year would be the Pittsburgh Knights – a team originally affiliated with the city in name only – which received an investment from NFL franchise the Pittsburgh Steelers, creating a more legitimate regional affiliation for the Knights.
