ELEAGUE announces new and expanded partnerships ahead of Boston Major

24 January 2018


Turner and IMG’s ELEAGUE today announced several new and expanded business partnerships ahead of The ELEAGUE Major: Boston, with its final stage set to begin Friday, Jan. 26.

The first of these is with Twitch, which will serve as ELEAGUE’s official streaming service for its live event coverage. The multi-year agreement secures Twitch’s exclusive streaming rights to all ELEAGUE events.

“ELEAGUE and Twitch have formed an incredible partnership that has allowed ELEAGUE’s premium live event coverage to reach a highly engaged, digitally-native community of passionate fans,” said Craig Barry, Executive Vice President of Production and Chief Content Officer, Turner Sports. “The strong performance of our live event coverage on Twitch – including record-setting concurrent streams during last year’s inaugural ELEAGUE Major – speaks to why we couldn’t be more thrilled to continue this relationship.”

In 2017, The ELEAGUE Major Grand Final set a new Twitch record for the highest amount of concurrent views on a single stream with more than one million viewers, and they will be looking to replicate this success over the coming years.

ELEAGUE has also expanded its partnerships with Dell/Alienware and HyperX. Dell/Alienware have been partnered with ELEAGUE since early 2017, powering all events including ELEAGUE Major: Boston.

“The partnership with ELEAGUE will evolve our shared vision to deliver the best possible viewing experience for esports fans,” said Bryan de Zayas, Director of Gaming, Dell and Alienware. “Most recently, Alienware alongside Tobii has pioneered Getting Technical, a biometric-powered analytics tool specially tuned for ELEAGUE that enables fans to track the eye movements of their favorite esports players, providing a better understanding of in-game behavior and decision-making. As we look forward, esports fans can expect even more exciting things to come from our extended partnership with Turner Sports.”

HyperX has been the official headset sponsor of ELEAGUE since its inaugural 2016 season. They return for another season, and have a number of activities planned to tap into the excitement of The ELEAGUE Major: Boston Champions stage.

“As a sponsor of esports competitions for more than a decade, HyperX is thrilled to be working again with Turner and ELEAGUE.” said Daniel Kelley, HyperX director of marketing. “ELEAGUE continues to impress with their production capabilities and we know that more fans of teams, competitions and games will get exposure to the gaming products we’ve developed to meet the needs of professionals and fans.”

These partnerships are just adding on to the many others ELEAGUE has on-site for its 2018 events, with others including Geico, Boost Mobile, Kellogg’s Cheez-It and the US Air Force.

Esports Insider says: It’s no surprise to see more companies signing exclusive streaming rights with Twitch – whilst it once was presumed all esports could be find there, competitors such as Facebook Live and YouTube are always on the horizon. The Dell/Alienware and HyperX partnerships also serve well to provide competitors with high-end products at some of the biggest events of the year. It’s good to see the desire to support competition keep growing.