Twitch has announced that they will be representing Cloud9 and Team SoloMid in sponsorship sales negotiations, focusing on nonendemic brands outside of the gaming sector.

“Uniting Twitch’s media and our direct engagement will delight our clients and viewers in new and innovative ways,” said Cloud9’s CEO Jack Etienne in a press release, “We’re eager to use these opportunities to create more value for our players and fans.”

The move only continues to emphasize how seriously the live streaming platform takes eSports. In 2014, Twitch acquired Evil Geniuses’ and Alliance’s parent company GoodGame Agency, though it later discontinued the agency’s operations in 2016 after several GGA employees were integrated into Twitch.

Cloud9 and TSM were already sponsored by Twitch and both teams had an exclusive streaming partnership with the company, but this partnership differs in the sense that it puts Twitch at the forefront of the organizations’ business practices. This is also a partnership, not an outright acquisition like with what we saw with GoodGame Agency, so it is unlikely that Twitch will have much say in terms of organizational infrastructure.

The immediate upside to the partnership is that this could allow the organizations to generate more revenue for their teams. Team SoloMid’s Andy “Reginald” Dinh found himself in an infamous public scuffle with Riot Games’ Marc Merrill over profits in League of Legends and, more recently, several organizations who own LCS teams, including Cloud9 and TSM, allegedly penned a letter to Riot Games addressing several concerns about stability and revenue.

As teams move to assert themselves and demand better pay, a partnership to put a juggernaut such as Twitch as their partnership sales negotiator could put Cloud9 and Team SoloMid in the direction of a brighter, more stable future.

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About The Author

Sr. Esports Writer

Connor is a self-proclaimed Star Wars historian, Fatal Frame enthusiast and crazy cat lady that's fascinated by the Kpop mashups on YouTube. Professional gaming is something that's fascinated him ever since he was a wee lad, especially when it came to fighting games, so now he rambles on about it in the form of articles that use way too many commas.