Esports’ Team Liquid Gives Twitch The Keys To Sell Sponsorships
One of the world’s most successful esports team franchises has signed a multi-year exclusive partnership with social video service Twitch. It is about much more than streaming for Team Liquid, which retains over sixty-five players competing on fourteen different teams, playing games like League of Legends, FIFA and CS:GO.
Twitch will be the exclusive sales representative for Team Liquid. It is a major move for Team Liquid as it further associates itself with a powerful streaming service owned by Amazon, while giving away a lot of its internal power to a third party.
It is also a groundbreaking deal for Twitch, as it shifts from being a conduit for individuals to publish their content to the masses, to a larger agency type role by procuring sponsorships with Team Liquid. The esports franchise is putting its trust in Twitch to perform in such a role at least in part due to the fact that much of the value driven to brands comes by way of the content streamed by game players, and Twitch is the leading platform that can easily provide data and analysis for the value that may be added through a business relationship.
Team Liquid is also putting its faith in Twitch after working with the streaming service for roughly eight years. By signing on to an exclusive arrangement, Team Liquid must feel very comfortable that Twitch will not only be able to help land more esports endemic brands, but also non-endemic brands that may have been more difficult to reach and convince in the past.
“Team Liquid is a giant in competitive esports, with one of the most winning records in history,” says Kristen Salvatore, VP/Commercial Director of Esports at Twitch. “As Twitch strives to connect our trusted sponsorship partners with the esports community in ever-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.”