NBA team, Miami Heat has announced that it has made a big investment in eSports team, UK based Misfits.
We've got some new talent we'd like you to meet… pic.twitter.com/BwmxjRbJw2
— Miami HEAT (@MiamiHEAT) January 10, 2017
The investment sees the basketball team assist the eSports team in marketing, branding and sponsorship activation which will allow both teams to benefit.
In the announcement Miami Heat Chief Executive Officer Nick Arison states why the partnership was formed
The Miami HEAT pride ourselves on being innovative in all aspects of sports and business. For us, it made perfect sense to partner with Misfits, a young and ambitious franchise in a sport that is blazing a trail in terms of 21st century recreational competition amongst Millennials.
Misfits CEO and Co-Founder Ben Spoont added
Misfits is thrilled to be partnering with the HEAT organization. This partnership will be the catalyst and foundation to our continued expansion of the Misfits organization into a global esports brand and company. The HEAT — innovators and leaders in traditional sports — will help Misfits to unlock meaningful value across all facets of our business.