Australian football club Melbourne Victory has announced a partnership with streaming platform KICK for the 2023/2024 season.
As a result of the deal, both parties will work together to create a range of initiatives during EA Sports FC’s E-League season.
Melbourne Victory is one of the most successful football clubs in Australia and currently competes in the A-League, the country’s top-flight football league. The club is also a part of the E-League, the official esports tournament of the A-League, currently being played in EAFC 24. The league features teams that compete in the A-League, similar to how the likes of ePremier League and eLaLiga operate.
KICK announced that it will launch ‘Victory Esports’, which aims to incorporate the club’s participation in the E-League alongside creating other initiatives. According to the release, Victory Esports’ aim is to allow fans to engage with the platform and participate in EAFC 24 competitions.
KICK is a fast-growing streaming platform, similar to the likes of Twitch. The company was founded in October 2022 and has signed several high-profile streamers and celebrities during that time.
The platform notably signed streamer xQc in June 2023 on a multi-million dollar contract and also worked with the likes of Amouranth, chess grandmaster Hikaru Nakamura and sports journalist Fabrizio Romano.
Interestingly, KICK is also based in Melbourne, Australia, and the company’s Chief Marketing Officer Akhil Sarin noted that partnering with a well-known Melbourne brand such as the Victory is “a great pleasure”.
Melbourne Victory Managing Director, Caroline Carnegie, commented on the news: “We’re delighted to welcome KICK to the Victory family and launch ‘Victory Esports’ ahead of the 2023/24 season.
“KICK is an exciting, new platform that has a diverse audience both in Australia and across the globe and we’re looking forward to working with KICK to not only be front and centre of our E-League campaign, but also open new audiences to Melbourne Victory.”