Esports organization Team Liquid has announced a multi-year exclusive sponsorships sales agreement with Twitch. Twitch will manage sales and advertisements for Team Liquid, while looking to create partnerships that will grow the franchise’s global brand.
Twitch has held the exclusive media rights to stream Team Liquid events since 2011, but the addition of sponsorship sales responsibility is the first of its kind between Twitch and an esports organization. Twitch, which Amazon purchased in 2014, will look to sign partnerships with brands from various sectors such as airlines, financial services, and insurance companies as part of its extended agreement.
“Team Liquid is a giant in esports, with one of the most winning records in history,” said Kristen Salvatore, VP/Commercial Director of Sponsorships at Twitch, in a statement. “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.”
Team Liquid fields teams in popular video game titles such as Fortnite, Dota 2, League of Legends, Counter-Strike, and PlayerUnknown’s Battlegrounds. Twitch will incorporate digital-ad placements, custom branded content, and live event activations as the new sponsorship sales representative for Team Liquid.
“This is a partnership that’s meant to scale with us into the late game. Expect bigger brands, better activations, and more one-of-a-kind campaigns,” explains a news release on Team’s Liquid’s website. “We’re working on a lot of exciting things, so look forward to more announcements coming from this partnership in the future.”
SportTechie Takeaway
News of this official partnership drops about a month after Twitch orchestrated a sponsorship agreement between Team Liquid and Honda. As Liquid’s official automotive sponsor, team members will arrive to events in Team Liquid-branded Honda cars. The company will also have its logo on Team Liquid jerseys, and the brands will collaborate to create custom gaming content, according to a press release.
Perhaps Twitch may even find a way to fit the Jordan Brand or Nike into Team Liquid’s future sponsorship agreements. Michael Jordan is an investor in esports ownership group Axiomatic, Team Liquid’s parent company. Golden State Warriors owner Peter Guber and Washington Wizards owner Ted Leonsis have also invested in Axiomatic.