Twitch and Footballco team up for football co-sell collaboration

Twitch and Footballco will be helping brands reach a new generation of football fans across Europe with a co-sell collaboration launching for the 2023/24 season.

The focus is on bringing conversational football formats created by Footballco’s global brand GOAL and its women’s brand, Indivisa, to Twitch for fans across the UK, Germany, Italy, France, and Spain.

Footballco reaches 800 million fans worldwide every month across its network of fan-first publisher brands, led by GOAL, whose fan-fronted content exceeded 750 million video views across social media in 2022/23.

Formats coming to Twitch include a new UEFA Champions League-focused series, Euro Trip and Indivisa’s women’s football show Table Talk, as well as the already established and Gen-Z-targeted Front Three that outside of Twitch has clocked up more than 200 million views.

Content created by GOAL and Indivisa appearing on Twitch will be amplified through Footballco’s social channels, which generate more than 100 million engagements a month, and web-video player, FC Player which appears on more than 1,000 sports websites.

Footballco and Twitch are already working together during the FIFA Women’s World Cup with a deal brokered before the 2023/24 approach, which sees Indivisa’s Table Talk format being supported by Proctor and Gamble’s Venus brand during this Summer’s tournament.

Table Talk is hosted by Twitch streamer Sara Guzo and features Indivisa’s own Moyo Abiona, with Venus featuring exclusively within live streams and highlights across platforms.

Miles Chambers, Editorial Planning Lead for Footballco, said: “In 2023, more young fans are following football on digital channels than following it on TV. But the fan fragmentation across platforms can make it challenging for brands to connect authentically at scale.

“Footballco’s formats are designed to build Gen Z fan communities within football that will be conversational and interactive on Twitch - with partners benefiting from the ecosystem we can plug them into across our channels.”

Krishan Patel, Director of Sales, EMEA for Twitch said: “On Twitch over 35 million people come together everyday with communities of like minded people to share their passions. Gen Z and Millennial audiences now expect to play an active role in the content they consume and are moving away from passive viewership.

“This exciting next step in Twitch Ads’ collaboration with Footballco presents new opportunities for brands to engage a new generation of European football fans authentically and on their own terms.”