Major League Soccer, Twitch Ink One-Year Partnership

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Major League Soccer (MLS) has inked a one-year sponsorship deal with popular streaming platform Twitch, per an official announcement from MLS.

Starting in March, MLS will start streaming the second season of their eMLS Cup, their esports league in conjunction with EA Sports’ FIFA franchise.

“FIFA is one of the main generators of the fans that we have” MLS Digital Senior VP Chris Schlosser said, via an official statement. “If you look at it historically – radio built baseball, television built the NFL and NBA, and the internet is building soccer.”

The partnership between Twitch and MLS could also include content outside of the eMLS Cup, featuring highlights or media produced by MLS teams, or clips of MLS games moving forward.

“We are looking to do some esports events – this is something we are taking a hard look at” DC United Chief Executive and Managing General Owner Jason Levin said, via an official statement.

“All of esports is a dramatically growing industry. It’s an opportunity to engage our current fans and connect with some younger sports fans who don’t know as much about DC United. It’s an exciting opportunity for us to grow our fanbase more than anything.”

It’s an exciting time for streaming, particularly on Twitch, as live sports such as the NBA’s G League, and MLS are starting to develop Twitch streams to help tap into the streaming market, diversify their digital content, and get more involved with esports teams and esports organizations.