The Essendon AFL Club Is Quitting Esports

The Essendon AFL Club Is Quitting Esports
Image: FOX Sports

The Essendon Bombers announced late Monday afternoon that they have sold their “esports license” to Western Australian ISP Pentanet, ending the club’s dalliance with video games over the last two years.

The AFL club said Pentanet.GG, the esports arm of the Balcatta-based ISP, would take ownership of the license and the Bombers’ spot in the Oceanic Pro League “effective immediately”.

“After two years involved in esports, the transfer and sale of the Bombers’ OPL licence to Pentanet have importantly enabled the club to recognise an increase in the enterprise value of the asset,” the Bombers said.

Xavier Campbell, chief executive of the Essendon Bombers, said the esports experiment allowed the AFL club to broaden their revenue base through “a number of non-endemic brand partnerships”, but the Bombers wanted to “reprioritise to focus on alternate key strategic objectives”.

“As a club we will continue to challenge the status quo and evaluate emerging trends and innovations that we believe can deliver potential growth in non-traditional areas with the underlying objective to best support our core business – football.”

The sale means the Adelaide Crows are the only remaining football club in any code to have an active investment in esports through their ownership of Legacy Esports.


  • I’m guessing this is due to the changes Riot made that effectively kills the possibility of professional LoL teams operating in Australia?

  • Lol, the mental image of footy players doing the Zoolander “Its in the computer?” routine is stuck in my head! The crunch as a football is punted into a monitor- “Did i get him, coach?” And the coach with a couple of the Club’s bean counters all trying to cope with collective migraines as the cost of this ridiculous experiment soars ever higher…

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