ELEAGUE Expands Streaming Deal With Twitch, Marketing Deals With Dell/Alienware and HyperX
Ahead of the final stage of the ELEAGUE Major: Boston this weekend, Turner and IMG’s ELEAGUE have announced a new multi-year agreement streaming agreement with Twitch, as well as marketing partnership extensions with Dell/Alienware and HyperX.
Beginning with The ELEAGUE Major: Boston, social video service Twitch will serve as ELEAGUE’s official streaming service for its live-event coverage. The multi-year agreement secures Twitch as the exclusive third-party digital destination for live coverage of ELEAGUE events.
“ELEAGUE and Twitch have formed an incredible partnership that has allowed ELEAGUE’s premium live event coverage to reach a highly engaged, digitally-native community of passionate fans,” says Craig Barry, Executive Vice President of Production and Chief Content Officer, Turner Sports. “The strong performance of our live event coverage on Twitch – including record-setting concurrent streams during last year’s inaugural ELEAGUE Major – speaks to why we couldn’t be more thrilled to continue this relationship.”
“The massive esports fan base on Twitch is passionate about being able to watch their favorite events as a shared experience driven by chat interaction,” says Justin Dellario, Director of Esports Programs, Twitch. “By partnering with Turner Sports as the exclusive third-party digital destination for live coverage of their wildly popular and record-setting ELEAGUE events, we are able to ensure our community can enjoy these competitions in the format they are most accustomed to.”
ELEAGUE will continue to present live coverage of its events via linear channels and its proprietary digital platforms, including the award-winning “ELEAGUE Game Command” mosaic video player on ELEAGUE.com. Live Twitch coverage of The New Champions stage will begin on www.twitch.tv/eleaguetv at 10 a.m. ET on Friday and Saturday, Jan. 26-27, with the final day of live action starting Sunday, Jan. 28, at noon.
In 2017, The ELEAGUE Major Grand Final set a new Twitch record for the highest amount of concurrent views on a single channel with more than one million viewers.
Marketing Partnership Extensions with Dell/Alienware and HyperX
For more than a decade, Dell and Alienware have been critical drivers of the explosion of esports and partnered with ELEAGUE in early 2017 to continue those efforts. Serving as the esports brand’s exclusive PC hardware provider, Dell and Alienware continue that partnership into 2018. Their high-performance hardware will power all of the action during ELEAGUE competitions, including The ELEAGUE Major: Boston.
“The partnership with ELEAGUE will evolve our shared vision to deliver the best possible viewing experience for esports fans,” says Bryan de Zayas, Director of Gaming, Dell and Alienware. “Most recently, Alienware alongside Tobii has pioneered Getting Technical, a biometric-powered analytics tool specially tuned for ELEAGUE that enables fans to track the eye movements of their favorite esports players, providing a better understanding of in-game behavior and decision-making. As we look forward, esports fans can expect even more exciting things to come from our extended partnership with Turner Sports.”
HyperX, a dedicated supporter of esports for more than a decade, has been the official headset sponsor of ELEAGUE since its inaugural 2016 season. They return for another season and have a number of activities planned to tap into the excitement of The ELEAGUE Major: Boston New Champions stage.
As a sponsor of esports competitions for more than a decade, HyperX is thrilled to be working again with Turner and ELEAGUE.” says Daniel Kelley, HyperX director of marketing. “ELEAGUE continues to impress with their production capabilities and we know that more fans of teams, competitions and games will get exposure to the gaming products we’ve developed to meet the needs of professionals and fans.”
Additional marketing partners activating within live coverage and on-site during ELEAGUE’s 2018 competitions include Boost Mobile, Kellogg’s Cheez-It, GEICO, and the US Air Force.
“Considering the passion and explosive growth of the community, esports continues to be an exciting early investment opportunity for brands,” says Seth Ladetsky, SVP of Sales, Turner Sports. “ELEAGUE has established itself as the preeminent brand within the space and continues to drive new innovations that push the sport forward, as well as introduce in new ways for fans and marketing partners alike to experience all of the action.”