Jordan And Nike Make Esports Moves
NBA legend and Charlotte Hornets owner Michael Jordan has become the latest high-profile figure to invest in esports, joining a $26m funding round by leading US esports organisation aXiomatic.
The star is among several new investors in the parent company of Team Liquid – a powerhouse of esports across multiple titles, including League of Legends.
It follows a trend of significant fundraising by north American League of Legends Championship Series franchises this year.
Co-chairman of aXiomatic Ted Leonsis commented: “The next generation of sports fans are esports fans.
“Esports is the fastest-growing sector in sports and entertainment, and aXiomatic is at the forefront of that growth. We are thrilled to welcome Michael to aXiomatic and look forward to working together on some truly cutting-edge opportunities.”
Jordan joins fellow Hall of Famer Magic Johnson – a founding investor – in aXiomatic’s ownership group.
The investment marks something of a U-turn for the six-time NBA championship winner, who famously refused to allow his likeness to be used in video games during his playing career.
Now Jordan is part of a growing crossover movement.
We have some news…
Thrilled to welcome Michael Jordan, David Rubenstein & Declaration Capital to the @aXiomaticGaming and @TeamLiquid Family. #LetsGoLiquid
https://t.co/eSSerKdFqX— aXiomatic Gaming (@aXiomaticGaming) October 25, 2018
News of his investment follows Nike’s signing of its first endorsement deal with an esports player: Chinese League of Legends star Jian Zihao.
Jian, who is regularly ranked among the top ten League of Legends players in the world, is set to work with Lebron James on a “Dribble &” shirt collaboration as part of the Nike campaign.
