[Industry news] ESL FACEIT Group and KICK Announce Strategic Global Partnership to Accelerate Esports Growth and Audience Expansion

This is a press release posted in addition to our usual editorial content.

ESL FACEIT Group (EFG), the leading esports and video game entertainment company, today announced a strategic partnership with KICK, the community-driven livestreaming platform. This collaboration marks an evolution in EFG’s distribution strategy, moving beyond traditional broadcasting to foster long-term audience growth and platform diversification.

The partnership is built on the shared goal of reaching fans where they live. By integrating KICK into its ecosystem, EFG is expanding into platforms where younger, digitally native audiences are most active. This move is additive to EFG’s existing distribution, ensuring that world-class esports content is more accessible than ever before.

Central to this expansion is a shared commitment to high-growth markets, particularly the Middle East and North Africa (MENA). As KICK continues to see rapid adoption and influence across the region, this partnership aligns directly with EFG’s strategy to build and deliver the premier esports product in MENA. By tapping into KICK’s growing footprint, EFG is better positioned to engage with this vibrant community, bringing world-class Counter-Strike and Dota 2 content to a region that is increasingly becoming a global hub for competitive gaming.

“Our goal has always been to bring esports to the fans, wherever they are,” said Steve Ford, SVP Advertising & Distribution at EFG. “By partnering with KICK, we aren’t just adding a new stream; we are entering a long-term collaboration designed to grow the global footprint of Counter-Strike and Dota 2 by engaging with new and incremental audiences.”

“Esports fans are among the most dedicated and digitally savvy in the world,” said Ethan Wright, Director of KICK. “By bringing EFG’s world-class Counter-Strike and Dota 2 competitions to KICK, we are giving our community unparalleled access to the biggest moments in gaming. We are excited to prove that KICK is the natural home for the next generation of esports entertainment.”

Strategic Distribution & Content Rights

The agreement brings a massive volume of tier-one competitive gaming to the platform:

• Global Reach: English-language distribution for all major EFG Counter-Strike and Dota 2 events, including events such as IEM, ESL One and ESL Pro League.
• Exclusive Home of ESL Challenger League: The ESL Challenger League (ECL) will be hosted in the English language, exclusively on KICK and EFG’s owned-and-operated (O&O) channels.

Launch and Activation

The partnership is set to debut with a live activation during IEM Rio, 17-19 April, 2026. Fans can tune in to the official KICK channels to experience the high-octane atmosphere of one of Counter-Strike’s most iconic stops, featuring exclusive content and community-driven interactions.