Twitch and football content and media company Footballco are teaming up for a co-sell collaboration with the goal of more directly and “authentically” reaching Gen Z audiences on the livestreaming platform.
Footballco, which owns a number of football-related publishers and brands, will lean on its global brand Goal and women’s brand Indivisa to bring “conversational football formats” to Twitch, targeting fans across the UK, Germany, Italy, France, and Spain.
Shows coming to Twitch include a new Champions League-focused series, Euro Trip, and Indivisa’s women’s football show Table Talk (pictured, main) and Gen-Z targeted show Front Three.
Table Talk was previously streamed on Twitch during the Women’s World Cup earlier this month, where it was sponsored by Proctor & Gamble’s Venus brand throughout the tournament.
“In 2023, more young fans are following football on digital channels than following it on TV,” said Footballco editorial planning lead Miles Chambers. “But the fan fragmentation across platforms can make it challenging for brands to connect authentically in the space.”
By targeting younger football fan communities on Twitch, Footballco hopes to reach audiences on their own turf. It currently claims it reaches a global audience of 800 million fans monthly across its network of publisher brands.
Krishan Patel, Twitch’s EMEA director of sales, said the collaboration with Footballco “presents new opportunities for brands to engage a new generation of European football fans authentically and on their own terms.”
During and after Twitch’s strong pandemic-era audience growth, the company has sought to expand its content footprint beyond video game streaming, which it is widely known for. That has included live news programs, the expansion of its ‘Just Chatting’ genre (where creators simply talk to listeners about whatever they like), and sport talk shows.
How Twitch is responding to a post-lockdown plateau
