Backstreet Boys Join GGL as Celebrity Esports Owners

The Backstreet Boys have joined esports as owners of Backstreet Gamers, a team in the Global Gaming League (GGL) announced on Oct. 28. Nick Carter, Howie Dorough, AJ McLean, Brian Littrell and Kevin Richardson will jointly own the team.

Backstreet Gamers joins other celebrity-backed GGL teams associated with T-Pain, Ne-Yo, Howie Mandel and Flavor Flav. GGL Founder and CEO Clinton Sparks described the partnerships as a way to introduce competitive gaming to audiences that do not currently follow it.

“We’re bringing owners from different worlds, demographics, and industries,” Sparks said. “It’s bringing different audiences to now start paying attention to gaming that weren’t paying attention to gaming before.”

GGL’s social media accounts have received hundreds of messages from Backstreet Boys fans, according to Sparks. Some fans already play games, while others have expressed interest in learning more about gaming because of the group’s involvement.

The league’s ownership model differs from the structure used by many traditional esports organizations. Celebrity owners provide their names, likenesses, audiences and participation, while GGL provides the infrastructure needed to operate the teams. Sparks described the Backstreet Boys’ contribution as centered on their identity and involvement rather than a conventional financial investment.

GGL and its celebrity owners share revenue from sponsorships and merchandise. Sparks did not disclose the financial terms. Sponsorship revenue can come from agreements arranged by either the league or the team owners.

The partnership began with an introduction from a GGL investor who knew Carter. Sparks later met Carter and McLean, and the discussions continued through additional meetings and visits to the group’s shows at the Sphere in Las Vegas. Carter and McLean eventually asked whether they should form a team together.

Backstreet Gamers is seeking women for its first roster. Sparks attributed the idea to the band members, who wanted to highlight female gamers. McLean encouraged women with the required skills and competitive experience to apply.

Players can enter the GGL system through PRIMES, the league’s online competition platform. It offers free daily competitions and allows players to progress through the league’s competitive structure, with the possibility of reaching its professional teams.

Sparks founded GGL with T-Pain and Priceline co-founder Jeff Hoffman. Actor Seth Green later joined its advisory board. The league combines competitive gaming with features associated with traditional sports and entertainment, including teams, rivalries, live events and celebrity participation.

Sparks reported that 76% of viewers who watch the GGL’s YouTube show do so on television. The league is discussing potential distribution agreements with streaming platforms and television networks, but has not disclosed details.

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