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MLG and Relativity team up to take pro video gaming mainstream

MLG and Relativity team up to take pro video gaming mainstream
A still from "Call of Duty." (Associated Press)

Relativity Media and Major League Gaming have joined together to help professional, competitive video gaming -- also known as e-sports -- reach a broader audience.

The two companies on Tuesday announced a content and marketing partnership for sports management, television, film and digital media. As part of the deal, Relativity Chief Executive Ryan Kavanaugh has joined MLG's board of directors.

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The partnership will accelerate New York-based MLG's growth, the companies said in a joint statement. Relativity Television and MLG will work together on TV shows, with the studio acting as the exclusive developer of MLG's unscripted programming.

Also, on the sports management side, the companies will foster collaborations with Relativity Sports' roster, which boasts 300 clients. For example, NBA star Dwight Howard and Dallas Cowboys receiver Dez Bryant recently teamed up for MLG's Pro Circuit Championship in a game of "Call of Duty."

MLG currently broadcasts its programming through its website, MLG.tv. The partnership with Beverly Hills-based Relativity will help the company expand its offerings and increase its distribution through other online channels such as YouTube.

"We will now introduce MLG's premium content and competition to an even broader global, mainstream audience across feature films, television, sports and digital," said Sundance DiGiovanni, cofounder and CEO of Major League Gaming.

Added Kavanaugh: "Relativity is committed to creating a wide variety of high-quality, engaging content across all platforms.

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Follow on Twitter: @rfaughnder

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