Kroenke Sports & Entertainment, the parent organization of the Los Angeles Rams and Denver Nuggets, recently announced it was branding its esports division as The Guard. Furthermore, the company said it will be opening an operations facility in Playa Vista, California that will be known as The Keep.
The Guard also announced that it would be making its presence felt in the gaming sector by launching a new VALORANT esports team named after the organization. This team, which was first unveiled on November 5th, will also be based out of LA.
“We had to come up with a brand that really felt like it could encapsulate all of our brands under one roof,” said the Senior Vice President of Team Operations at Kroenke Sports & Entertainment, Alex Rubens. “I think our thesis, since the very beginning, has been trying to tie all of the brands together under a central mindset. And so for us, that was that the Gladiators are warriors, Guerrillas are also warriors in their own right, powerful. We wanted something that can contain all of those and really be a part of it, hence, ‘The Guard.’”
Pre-existing KSE esports organizations will now operate under The Guard. The two teams that were originally founded by KSE, the Los Angeles Gladiators of the Overwatch League and the Los Angeles Guerillas of the Call of Duty League, will not undergo a name change at this time.
(All information was provided by DBLTAP, Sports Business Journal, and Wikipedia)
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