ESL and Azubu announce two year global eSports partnership

Leading eSports organizer ESL has entered into a two year partnership with eSports streaming service, Azubu.

In exchange for joining ESL's roster of streaming partners, Azubu will be provided with exclusive content and marketing collaborations, including licensing, distribution and sales representation

Although the terms of the deal are being kept under wraps, ESL has confirmed that Azubu will become a non-exclusive streaming partner at ESL events such as ESL One, IEM and ESL Pro League.

The arrangement will also see ESL's 4 Media Network become the sole sales representative for Azubu in Europe, handling advertising packages and global brand relationships.

Last year Azubu raised $59 million dollarsto, in the words of company CEO Ian Sharpe, take on Twitch by creating the "most monetizable streaming experience."

In a later interview the CEO reiterated that point, explaining that sponsors and advertisers need to start seeing "measurable" returns if the eSports industry wants to continue growing - a sentiment that appears to be shared by ESL.

“As eSports continue to grow […] it becomes increasingly important for us to partner with the best platforms to provide access to our events as well as more value to brands who want to reach those audiences,” said Nik Adams, SVP of sales and business development at ESL.

“Azubu’s reach, user experience and passionate dedication to the eSports lifestyle are second to none."