Twitch has agreed to a multi-year partnership with Team Liquid to serve as the popular esports organization’s exclusive sponsorship sales representative.
Twitch will likely use its exclusive access to Team Liquid, along with its well-established network of sponsors and resources, to bring new partners to the table. With Team Liquid routinely performing well in events for League of Legends, Rainbow Six: Seige, Dota 2, and many other games, it’s one of the most sought after brands in the industry.
Some form of coordination between a streamer, sponsor, and platform must occur to ensure all aspects of a deal are properly implemented. Now with Twitch being the exclusive sales rep, there is no middleman to work through.
For eight years, Team Liquid has exclusively streamed its practices and scrimmages on Twitch. This new deal continues that partnership, while also building upon it in a way that Twitch hasn’t quite done before. While it’s collaborated with the platform’s biggest names like Ninja and Shroud in varying capacities, this is the first time Twitch is taking over part of the the business dealings of an esports organization.
Team Liquid’s storied success gave Twitch the confidence to become such close business partners, according to vice president Kristen Salvatore.
“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,” Saltvatore said.
The esports powerhouse is currently sponsored by a large variety of companies, ranging from typical partners like HyperX and Maxnomic gaming chairs, to Honda and national food chain Jersey Mike’s Subs.
Team Liquid is one of the most decorated organizations in esports, recently placing first in the NA LCS 2018 Summer regular season and playoffs, first in the China Dota 2 Supermajor, and second in the ESL Pro League Season 8 Finals.
