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- Amazon-owned streaming platform launching dedicated /twitchsports digital network
- European soccer clubs to share live matches and behind the scenes content
- Rights holders drawn by Twitch’s young demographic; 70% are aged below 34
Spanish champions Real Madrid are among four elite European soccer clubs to sign strategic partnerships with Twitch as the global streaming service launches a dedicated sports content channel.
The La Liga club will be joined by Italian Serie A leaders Juventus, French champions Paris Saint-Germain and English top-flight outfit Arsenal in expanding their live content on the Amazon-owned platform.
Initially, Twitch will collaborate with each club on the production of behind-the-scenes content. As the partnerships progress there is also the potential to showcase live youth and first-team friendly matches on the platform, as well as club press conferences.
The concept is designed to help engage younger audiences by leaning on content which provides more interactive viewing experiences.
The strategic partnerships have been confirmed alongside the launch of the Twitch Sports standalone content stream, /twitchsports, which was previously coupled with the platform’s health and fitness segment, which now also takes on its own channel.
The deals with the European soccer clubs are also part of a greater push for streaming rights, SportsPro understands. Twitch recently signed a deal to become the National Women’s Soccer League's (NWSL) exclusive international broadcast partner and is seeking opportunities of a similar stature.
Day one of the relaunch will see the Twitch Sports channel showcase a range of live programming, with the likes of the National Basketball Association (NBA), Arsenal, House of Highlights and the Ultimate Fighting Championship (UFC) each allocated two-hour time slots to release interactive content.
The move comes after French top-flight soccer club Olympique de Marseille announced earlier this week that they will broadcast two friendly matches on the streaming platform.
Twitch is more commonly known for esports and gaming, with more than 70 per cent of its audience under the age of 34. That demographic is considered a massive draw for sports properties to attract new fans and also to create branded content opportunities.
Other sports properties already using Twitch include the NWSL, which has been live streaming Challenge Cup matches on the platform; the National Hockey League (NHL); the Rugby Football League (RFL); and the UFC.
Alongside those major rights holders athletes such as Los Angeles Chargers' running back Austin Ekeler and Formula One driver Lando Norris also regularly stream on the platform.
Twitch has previously simulcast live sports content licensed by the Amazon Prime Video over-the-top (OTT) service, including most recently four Premier League matches as part of the resumption of English soccer’s top flight in June.
Spanish soccer champions Real Madrid are among four elite European soccer clubs to sign strategic partnerships with the global streaming service Twitch as it launches a dedicated sports content channel.
The La Liga club will be joined by Italian Serie A giants Juventus, French champions Paris Saint-Germain, and English top-flight outfit Arsenal in expanding their live content on the Amazon-owned platform.
Initially, Twitch will collaborate with each club on the production of behind-the-scenes content. As the partnerships progress there is also the potential to showcase live youth and first-team friendly matches on the platform, as well as club press conferences.
The concept is designed to help engage younger audiences by leaning on content which provides more interactive fan experiences.
The strategic partnerships have been confirmed alongside the launch of the Twitch Sports standalone content stream, /twitchsports, which was previously coupled with the platform’s health and fitness segment, which now also takes on its own channel.
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The deals with the European soccer clubs are also part of a greater push for digital broadcast rights, SportsPro understands. Twitch recently signed a deal to become the National Women’s Soccer League's (NWSL) exclusive international broadcast partner and is seeking opportunities of similar stature.
For day one of the relaunch, the channel is showcasing a long block of live programming. The likes of the National Basketball Association (NBA), Arsenal, House of Highlights, and the Ultimate Fighting Championship (UFC) will each get two-hour time slots on the digital network to showcase their interactive content.
The move comes after French top-flight soccer club Olympique de Marseille announced earlier this week that they will broadcast two friendly matches on the streaming platform.
Twitch is more commonly known for esports and gaming, with more than 70 per cent of its audience under the age of 34. That is considered a massive draw for sports properties to attract new fans and also to create branded content opportunities.
Other sports properties already using Twitch include, the NWSL, which has been live streaming Challenge Cup matches on the platform; the National Hockey League (NHL), the Rugby Football League (RFL) and the UFC.
Twitch has previously simulcast live sports held by the Amazon Prime Video over-the-top (OTT) service, including most recently four 2019/20 Premier League matches as part of the resumption of English soccer’s top flight in June.
Alongside those major rights holders athletes such as Los Angeles Chargers' running back Austin Ekeler and Formula One driver Lando Norris also regularly stream on the platform.
