Esports organisation Team Liquid has appointed streaming platform Twitch as its exclusive sponsorship sales representative through a multi-year deal.
The partnership awards Twitch with the exclusive rights to manage sales and partnerships for the organisation. It also provides “one-stop access” for Team Liquid to promote itself across the platform.
The two parties have been working together for the past eight years, with Team Liquid exclusively broadcasting on Twitch.
Steve Arhancet, Co-CEO of Team Liquid shared his thoughts on the partnership in a statement: “Since Team Liquid’s earliest days, we’ve been focused on building strong and rich communities, in addition to creating great content with winning teams across multiple sports.
“We believe in strong and long-term brand partnerships that support these goals, and Twitch’s unrivaled network and expertise makes them the perfect partner to help us reach even more brands that share our vision. This is the #1 distributor of esports content working in lock-step with the largest esports team network on their platform.”
Team Liquid is also partnered with the likes of Alienware, Monster Energy, SAP, Honda, Jersey Mike’s Subs, HyperX, Fathead, and MAXNOMIC by NEEDforSEAT. Last October, the organisation’s parent company aXiomatic raised $26 million (£20,293,390) in a Series C funding round; NBA Hall of Famer Michael Jordan was among those who invested.
Kristen Salvatore, VP/Commercial Director of Sponsorships at Twitch also commented: “Team Liquid is a giant in esports, with one of the most winning records in history. As Twitch strives to connect our trusted sponsorship partners with the esports community in more meaningful ways, working with a seasoned brand like Team Liquid offers commercial brands keen to enter the esports space the perfect opportunity to reach a savvy audience with relevant, high-quality content.”
Esports Insider says: Team Liquid is undeniably one of the biggest brands in the industry and as more and more non-endemic sponsors flock to esports, it’s not hard to imagine a world where the organisation is a target for many potential sponsors and partners. Twitch is a monster of a company and it appears to be well-equipped to take charge of Team Liquid’s future opportunities.
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