Relativity Media has formed an alliance with online sports specialist Major League Gaming, covering sports management, television, film and digital media.

As part of the partnership, Relativity CEO Ryan Kavanaugh has joined the MLG board of directors.

“The collaboration will accelerate MLG’s growth, drive appointment viewing and further strengthen Relativity’s presence in the gaming space through MLG’s deep engagement with the elusive young male audience,” the companies said in a joint announcement.

The companies said they plan to increase collaborations, such as Relativity Sports clients Dwight Howard and Dez Bryant joining MLG’s recent Pro Circuit Championship as a “Call of Duty” player and broadcaster.

Under the partnership, Relativity Television will act as exclusive developer of MLG’s unscripted programming and collaborate to develop campaigns to introduce feature films to MLG’s fans.

Additionally, Relativity Digital will work with MLG to expand and further develop its live streaming content that will appeal to a broader audience and increase offerings via other distribution channels such as YouTube.

“Relativity is committed to creating a wide-variety of high-quality, engaging content across all platforms,” said Kavanaugh. “We share a vision with MLG, which has a truly unique opportunity to establish a model for digital and sports media businesses with its touch points across all platforms – mobile, social, digital and broadcast.”