Investors continue to target Super League Gaming, which announced a slew of new partners this week, bringing aboard $15 million in Series C funding from companies that include Nickelodeon, DMG Entertainment, Toba Capital, and multiple traditional professional sports team owners including Jeffrey Vinik, owner of the NHL’s Tampa Bay Lightning, and aXiomatic. The new round of funds brings that tally over $28 million, with earlier participation from investors including Cinemark USA, Inc., ET Capital and Quadrant Management. Founded in 2014, Super League has now hosted more than 30,000 kids in friendly competition over six seasons of play. (See our interview with Super League Gaming CEO Ann Hand in our featured Q&A section below.)

“We are excited to enter the world of esports through our relationship with Super League, which has a loyal and growing fan base of kids,” said Matthew Evans, Executive Vice President of Digital and New Business, Nickelodeon. “Nickelodeon is interested in esports because gaming is an important passion point for kids today, and forging this partnership with Super League puts us at the forefront of where kids will be playing next.” “

“In my career in professional sports, the most exciting thing is the energy and enthusiasm that fans show for their city’s teams,” said Jeff Vinik, owner of the Tampa Bay Lightning. “Go to any Super League event, and you will see the same energy of players and fans cheering for their city’s team that we see in the NHL.”